Be The MatchSM Brand Campaign Launches

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Minneapolis-based ad agency, Preston Kelly, to launch national marketing campaign to raise awareness of the National Marrow Donor Program

We are confident that the Preston Kelly team will help dramatically increase awareness of joining the Be The Match Registry to help save lives

The National Marrow Donor Program® (NMDP) and Preston Kelly, an independent agency in Minneapolis, have joined forces to launch Be The MatchSM--the effort designed to increase awareness of the importance of joining the Be The Match marrow registry to potentially save the life of one of the thousands of patients in need of an unrelated marrow transplant.

The campaign encourages individuals to join the Be The Match RegistrySM. When you join the marrow registry, you can give someone a future and the chance to overcome life-threatening diseases like leukemia and lymphoma. The campaign breaks this week nationally via online marketing and social media. Two markets, Charlotte and Houston, will receive heavy-up media efforts using spot TV and spot radio, both featuring the voice of actor John Goodman and the music of indy rocker Pricilla Ahn from her hit "A Good Day", as well as outdoor and print to promote this worthy cause.

Preston Kelly was selected as Agency of Record after an extensive agency review last summer, and the Agency has created the strategy and integrated marketing elements that include a TV spot featuring a young girl's metaphoric quest to find her match. After a long search in a crowded city, she finds her match--the one person who has the potential to save her life. The spot is featured at BeTheMatch TV spot

"There are so many problems in the world that you can't have a personal impact on," said Chris Preston, Partner at Preston Kelly, "with Be The Match, by a simple act, you can actually save a life. We believe our message of saving lives will reach socially connected and faith-based individuals who are prone to act, so the thousands waiting for a match can find one."

While some patients find a match within their own families, approximately 70 percent do not and depend on members of the NMDP Registry as their last and best chance at life. "Joining the Be The Match Marrow Registry is easy," said Preston. "With a simple swab from inside your cheek, you'll be added to the registry and you have the opportunity to be called upon to participate in a life-saving event."

"We are confident that the Preston Kelly team will help dramatically increase awareness of joining the Be The Match Registry to help save lives," Claudio Garcia, chief marketing and recruitment officer, NMDP. "The team has the strategic vision and creativity we need to advance our life-saving mission and broaden our visibility across the country. This partnership will help expand the reach of our organization."

"It's not an overstatement when I say we are honored to be part of this life-changing effort," said Preston.

Go to BeTheMatch.org to take the first step.

About the National Marrow Donor Program and Be The Match
The National Marrow Donor Program (NMDP) operates the Be The Match Registry and partners with a global network of leading hospitals, blood centers, cord blood banks and laboratories. As a leader in the field of marrow and cord blood transplantation, the NMDP facilitates transplants worldwide, conducts research to improve survival and quality of life, and provides education to patients and health care professionals. Together with its fundraising partner, Be The Match FoundationSM, the NMDP is dedicated to creating an opportunity for all patients to receive the transplant therapy they need. Since operations began in 1987, the NMDP has provided more than 35,000 transplants to help give patients a second chance at life. For more information, visit BeTheMatch.org or call 1 (800) MARROW-2.    

About Preston Kelly
Preston Kelly is a full-service agency creating iconic ideas through advertising, interactive, design, direct marketing and promotion, strategy and research for a broad range of local, national and global clients. Preston Kelly clients include Taco John's, Physicians Mutual, National Marrow Donor Program, Roundy's Supermarkets, Inc., Mall of America, HealthPartners, Deluxe, Piper Jaffray, Robins, Kaplan, Miller & Ciresi L.L.P., , Minnesota Zoo, Venture Bank and the YMCA. For more information about Preston Kelly, visit http://www.prestonkelly.com. Preston Kelly recently moved its headquarters to the historic Minneapolis Fire Barn at 222 1st Avenue NE.

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