Stem Cells: A Unique Gift That Saves Lives
Every year in Quebec, several thousand patients require stem cell transplants. Stem cells are crucial to treat severe conditions, and in many cases, they’re the patient’s only hope of recovery. However, a perfect match is required between the donor and the recipient for the treatment to work.
Growing a much-needed registry
Finding a compatible donor with a genetic profile identical to a patient is like searching for a needle in a haystack. That’s why Héma-Québec’s Stem Cell Donor Registry is so essential.
Many Quebecers are unfamiliar with stem cell donations, as well as the registry itself, leading to their apprehension.
Our goal was to shine a light on this type of donation and raise public awareness about the importance of the registry, targeting a specific audience: men aged 18 to 34 years old.
Growing a much-needed registry
Finding a compatible donor with a genetic profile identical to a patient is like searching for a needle in a haystack. That’s why Héma-Québec’s Stem Cell Donor Registry is so essential.
Many Quebecers are unfamiliar with stem cell donations, as well as the registry itself, leading to their apprehension.
Our goal was to shine a light on this type of donation and raise public awareness about the importance of the registry, targeting a specific audience: men aged 18 to 34 years old.
Turning strong feelings into registrations
Evoking strong emotions with the audience enabled us to convey the importance of making a donation. The advertising campaign featured several components that maximized visibility and engagement.
We opted to produce an hour-long episode of the podcast Sans Filtre. The result? A considerate, sincere and touching discussion between a donor and a recipient.
We also created a Lens filter on Snapchat to stimulate user engagement.
The immediacy of this format was new for this sector and performed well digitally while also allowing us to provide an educational and emotional experience to users, helping to boost registrations.
Turning strong feelings into registrations
Evoking strong emotions with the audience enabled us to convey the importance of making a donation. The advertising campaign featured several components that maximized visibility and engagement.
We opted to produce an hour-long episode of the podcast Sans Filtre. The result? A considerate, sincere and touching discussion between a donor and a recipient.
We also created a Lens filter on Snapchat to stimulate user engagement.
The immediacy of this format was new for this sector and performed well digitally while also allowing us to provide an educational and emotional experience to users, helping to boost registrations.
Renewing hope
The campaign allowed us to record three times as many registrations as the same period last year.
The podcast performed so well that it’s now used as a resource to explain stem cell donations.
We also noted a 38% increase in registrations to Héma-Québec’s Stem Cell Donor Registry.1
1.Héma-Québec, results from February to April 2024 versus 2023.
Renewing hope
The campaign allowed us to record three times as many registrations as the same period last year.
The podcast performed so well that it’s now used as a resource to explain stem cell donations.
We also noted a 38% increase in registrations to Héma-Québec’s Stem Cell Donor Registry.1
1.Héma-Québec, results from February to April 2024 versus 2023.
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“We wanted to emphasize the importance of the Stem Cell DonorRegistry. For most people, it’s a complex, ageless and abstract concept. Wewanted our audience to understand the impact of their registration, so that itbecomes a natural occurrence. We had high hopes for this campaign, and theywere largely exceeded!”
—Anne Tessier, Marketing Director, Client Developmentand Experience – Medical Centres for Héma-Québec
“We wanted to emphasize the importance of the Stem Cell DonorRegistry. For most people, it’s a complex, ageless and abstract concept. Wewanted our audience to understand the impact of their registration, so that itbecomes a natural occurrence. We had high hopes for this campaign, and theywere largely exceeded!”
—Anne Tessier, Marketing Director, Client Developmentand Experience – Medical Centres for Héma-Québec
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