Hero Gum
Each year 20,000 Americans with blood cancer will need a stem cell donor to survive. But registries like Gift of Life were struggling to reach younger donors who saw cheek swabs and blood draws as too clinical. Our creatives hypothesized that gum could maybe replace the cheek swab as a new collection method. Over 2 years we tested the science, found the optimal gum, DoubleMint, and rebranded it as Hero Gum.