DKMS

Client brief
DKMS wanted to raise brand awareness in South Asian and Afro-Caribbean communities across major UK cities, where donor sign-ups are typically lower.

Our role
In partnership with GottaBe, we served as creative directors, ensuring the work spoke with an authentic lens and voice to the audiences DKMS wanted to reach.

Approach
We developed five relatable, humour-led concepts and tested them with audiences. Based on impact and feedback, two ideas were selected for rollout.

Creative direction
Relatable scenarios and light humour grounded in real community experiences. The tone prioritised authenticity and accessibility, aligned with DKMS’s goal of awareness first, with clicks and sign-ups as a bonus.

Outcome
The chosen concepts delivered strong resonance in target communities, drawing praise for originality and authenticity. Early feedback from audiences and stakeholders has been highly positive, with a clear uplift in brand recognition within the focus groups and regions.

DKMS UK has launched a new advertising campaign across London, Birmingham and Leicester, which focuses on raising awareness of the stem cell donor register in these cities’ Black and South Asian communities. The ads, which can be seen on billboards, buses, and bus stops, encourage us to find out more about DKMS, and join the stem cell register. They feature the DKMS ‘Aunties’ telling us to get to know DKMS, and calling on us to make our Aunties ‘dance with joy’.

And it’s not just posters. Expect to see the campaign popping up on socials, with influencers, digital ads, and even in-person donor registration events. The message is simple: more of us on the register = more chances of saving the lives of people who share our heritage.