Number 124
Image source: Gifts Of Life
Hero Gum Innovative Campaign
Expands Marrow Donor Registry
Featured Focus:
Health & Wellness, Innovation,
Access/Inclusion/Equality
Scope of Impact: National
Scouting Report: The Hero Gum campaign redefines bone marrow donor recruitment through an innovative, accessible approach that will launch at Citi Field, the New York Mets stadium. Here’s what you should know:
Innovative DNA Collection: Hero Gum transforms a simple stick of Doublemint into a scientifically validated DNA collection kit. Chewing for five minutes provides a viable sample for HLA typing, making registry signup quick, easy, and even fun. This non-invasive method removes traditional barriers, inviting broader participation.
Strategic Partnerships: This campaign is a testament to powerful cross-sector collaboration. Gift of Life brings its mission, Labcorp its scientific rigor, DOUBLEMINT its mass-market reach, adam&eveDDB its creative prowess, and the Mets their fanbase. This synergy amplifies the credibility and impact of the initiative.
Targeted Diversity & Reach: Hero Gum actively expands the Bone marrow donor pool, specifically engaging younger, diverse communities. This crucial focus addresses significant racial disparities in HLA matching, ensuring more patients find life-saving transplants, regardless of ethnic background. The campaign launches on August 1 at the Mets-Giants game, aiming for the largest single-day drive in U.S. history.
Hero Gum brilliantly transforms a critical medical need into an approachable, even enjoyable, civic act. The innovation is undeniable: leveraging everyday chewing gum for DNA collection is a stroke of genius. We love it! It’s a great way to eliminate discomfort while getting tested and to streamline the donor registration process. This consumer-centric design is a powerful behavioral nudge, making participation effortless.
The collaborative framework is equally compelling. The synergy between Gift of Life's humanitarian drive, Labcorp's scientific validation, and DOUBLEMINT's ubiquitous presence creates an unstoppable force for good. This isn't just corporate philanthropy; it's a deep integration of core competencies for a shared social objective.
We also love that the Mets are a part of it by hosting the launch of the initiative at their August 1st game. Their reach in the New York area is obvious, but with the game on national TV, and with the Mets being one of the hottest teams in baseball, this game has the potential to not only establish a single day drive record, but also tremendous awareness nationwide. Well done!
Even though the Mets are hosting the launch of this initiative, their marketing machine has not gone full throttle on it. If you visit their website or social media channels, you barely find a mention of Hero Gum. The August 1st game is even advertised for the fireworks that will take place after the game…
There are so many ways the Mets can combine their current participation with special merch or simply by pledging to donate X% of the game’s revenue to blood cancer research. Additional education to their fans and local school districts on why marrow donation is so important could also be introduced, with the participation of players.
We hope that this initiative becomes viral, and that other in the sports world follow suit. What about you? Can you replicate that same effort at your level? If yes, let us know
