DKMS: A Case Study

DKMS is an international non-profit organisation dedicated to the fight against blood cancer and blood disorders by: creating awareness, recruiting bone marrow donors, raising funds to match donor registration costs; supporting the improvement of therapies through research; and supporting patients from day one of their diagnoses.

DKMS has over 6M blood donors worldwide, so blood-wise, they’re good. However there has been a scientific breakthrough. You can now become a blood donor for a relative by just being related.  Scientists can engineer the specificblood cell from what you donate. That means: no more waiting for blood from someone you don’t know from somewhere you don’t know. DKMS will need funds to make this happen. Funds in the form of donations.

The Problem
We now need money more instead of blood donations. How do we activate people to donate?

Insights about donations
Elder people donate offline, while younger people donate online.
Donations are mostly one off and people wait until last minute with their donations, only to donate money to a cause they know little about. 

What we know of blood cancer
Tiredness & Exhaustion
Excessive sweating
Sore bones & joints
Terrible bruising & unusual bleeding

Insights about creating empathy
Cultivate curiosity about strangers
Challenge prejudices & challenge commonalities
Try another persons life
Inspire mass action & social change
Develop people's imagination
Listen hard & open up


Daily life feels like an extreme sport,when you have blood cancer
We show a lucky, healthy audience what it feels like to struggle with blood cancer on a daily basis in a series of ambient activations/stunts/posters that show how everyday can feel like an extreme sport when you have blood cancer.


Artboard 1.png