THE CHALLENGE

Increasing the number of young peopleon the donor register is critical to improving patients’ chances of finding a life-saving match.

How do you get Gen Z to care?

This is an audience raised on constant content, where attention is fleeting and authenticity is everything.

THE IDEA

‘Do The Swab’, reframed the process in the simplest possible way: Stick it in. Save a life.

Provocative, direct, and impossible to ignore, while still delivering a serious message.

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Executed as a bold OOH campaign, we paired stripped-back copy with high-contrast visuals designed to stop people mid-scroll, mid-step, and mid-thought. The tone is confident, conversational, and culturally fluent speaking with Gen Z, not at them.

By turning something clinical into something quick, relatable, and impactful, Do The Swab shifts stem cell donation from feeling distant and medical to immediate, accessible, and life-changing.