‘Swab for the Culture’
NDMP
African-Americans are critically underrepresented on NMDP's donor registry, creating dangerous gaps for Black patients with blood diseases who need a compatible match. NMDP needed to engage the Black community in a way that felt genuine rather than transactional, and do it within a concentrated timeframe.
Campaign Development
Non-Profit
Partnerships
Experiential
Awareness
The Strategy
We took the cause directly to HBCU campuses, building a program designed to feel native to each community rather than like an outside organization coming in to ask for something. Every touchpoint was built to meet students where they already were and make registration feel like a natural extension of student life.
The Execution
- Exclusive partnership agreements with six HBCUs
- Internship program created exclusively at NMDP
- Branded NMDP food truck built and deployed to each campus
- Homecoming sponsorships at each partner school with dedicated tailgate activations
- Out-of-home marketing across all campuses
- Website and digital integration driving online registration
The Results
6
HBCU partnerships secured
15+
On-campus events executed
100+
New donors registered in 3 months
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