Hemorio, Brazil’s Institute of Haematology, is running an advertising campaign to encourage people to register as volunteers for bone marrow transplants. A bone marrow transplant is the only hope of cure for many patients with leukemia and other blood diseases. Patient without a compatible donor in the family need to consult the Brazilian Registry of Bone Marrow Donor Volunteers (REDOME). It could be simple, but the average chance of finding a compatible marrow is one in a hundred thousand. The campaign includes print advertising, posters and transit shelter displays.
The Bone Marrow Chances campaign was developed at Heads, Rio de Janeiro, by creative directors Luis Christello, creative director Kike Borell, creative director/copywriter Flávio Medeiros, art director Gabriela Treiger, copywriter Paula Campos, and art director Fernando Maciel.