The KMSZ needed more 18 to 30 year-olds to donate DNA samples - this age group rarely donates, despite providing the most viable DNA matches for stem cell treatment.
The idea was to make the DNA test more fun with the "Life Lolli" - a heart-shaped lollipop that provides a tasty way to collect DNA, and an opportunity for the selfie-generation to share their good deed. Posting a photo of the lollipop on their tongue became a social challenge.
A 150-strong team of influencers, giving pro bono support, were recruited among the first DNA donors using the Life Lolli, including popular German gamers, beauty vloggers and fitness stars.
On 15 February, so coincide with International Children’s Cancer Day 2019, the influencers went live with their own Life Lolli selfies, encouraging followers to follow, using #lifelolli. The colourful, feel-good story was picked up by traditional media across Germany.
The free Life Lolli, complete with a self-mailing pouch for easy submission, was made available online, at fitness studios, shops and via employers. Partnerships with big national sports clubs, including Borussia Dortmund, help expand distribution.
All communications would link to a dedicated Life Lolli website, lifelolli.com.
The reach of the social media influencers was 85.5m, and users generated more than 628,000 interactions. In total, 123 media news stories generated more than 127m media impressions. The number of kits ordered increased 10 fold as 21.6 per cent of website visitors ordered a Life Lolli - monthly visits topped 150,000.
By the end of April, donor registrations exceeded 15,000 - compared to just 9,198 for the whole of 2018. The average age of donors fell from 37 in previous years to 26 in 2019.
Judge's comment: "Excellent creativity and articulates the business results effectively and in a measurable way"
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