Bone marrow registry turns to Snapchat to recruit donors

snapchat on table

Photo via AdamPrzezdziek/Flickr (CC-BY-SA)

Be the Match hopes to raise awareness and recruit donors.

Signing up for Be the Match—a nonprofit operated by the National Marrow Donor Program to manage the bone marrow donor registry—is incredibly easy. However, not everybody knows that, so Be the Match is spreading the word by taking to millennials’ favorite hangout: Snapchat.

The nonprofit is running video ads on Snapchat, as well as Instagram, Twitch, and Facebook, targeting 18–24 year old men. The campaign is centered around the idea that no matter how weird you are, you’re not too weird to swab the inside of your cheek and put it in the mail. Oh, and maybe eventually donate your bone marrow to a stranger.

Be the Match hasn’t responded to the Daily Dot’s request for comment as of this posting, but a representative told AdWeek they’re also working with Reddit. r/bonemarrowproblems?

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