Case study
DKMS: Aunties - Blood Cancer Awareness Month
DKMS is the world’s largest stem cell registry. They help to match stem cell donors with patients with blood cancer and blood disorders. Every 14 minutes in the UK someone is diagnosed with blood cancer.
The brief
In the UK people from ethnic minority background face longer waits for donors matches and are less likely to find a match. This is because of the underrepresentation of the donor register.
We work with DKMS to drive awareness and registration within diverse audiences.
DKMS wanted to create a campaign that didn’t feel like an ordinary charity campaign. They were looking for a campaign that was culturally relevant and connected with diverse groups (specifically Black Afro-Caribbean and South Asian) across the UK, helping to drive awareness in these audiences.
Mechanics
We create the ‘DKMS Aunties’ campaign heroing our culturally relevant and recognisable Aunties.
Our aunties were born from cultural insight showing that in minoritised families there are a few key truths:
- Woman in the family often hold more traditional, care giving roles and are always looking out for health of the family.
- In Black Afro-Caribbean communities there is often an underlying pressure from elder family members to behave a certain way
- In South Asian communities younger audiences are often more conscious of familiar perceptions when making deicions.
We took these cultural truths to create a campaign that felt like it understood the nuances of the communities we were trying to reach.
Results
The campaign delivered targeted reach at scale, achieving particularly strong penetration across key multicultural audiences. In London, it reached 82.36% of South Asians and 84.25% of Black Afro-Caribbeans, alongside a solid national footprint, reaching 27% and 25% respectively. This combination of depth and breadth reinforced the campaign’s cultural relevance and ensured strong visibility among priority audiences, supporting both awareness and long-term brand consideration.
Over 100 million impressions
Unaided awareness increased by 100%
70% of respondents recalled seeing the creative
Deliverables
Creative
Cultural Insight
Diverse Media Planning
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