Life Lolli

The first lollipop that can save lives.

A cross-agency campaign with proven success.

For children and adults with leukemia, a stem cell transfusion is the only chance of a cure. But finding suitable donors is extremely difficult. That's why the bone marrow donor center at the University Hospital Düsseldorf has invented a new product: the first lollipop that can save lives. Its stem is a cotton swab that delivers a DNA sample. The results are impressive: A new donor can be identified every seven minutes – thanks to an innovative product that doesn't rely on traditional methods of promoting donations. The "Life Lolli" playfully raises awareness of the topic of stem cell donation while "sweetening" the DNA test for younger target groups.

The project was realized by BBDO Düsseldorf, and many of the network's agencies contributed their expertise. We are very pleased to have developed the packaging design and the visual appearance and thus made a contribution to the project's success.

Awards:

Cannes Lions 2019, PR Healthcare – Silver
Cannes Lions 2019, PR Launch – Bronze
Effie Award 2019 – Grand Prix
Effie Award 2019, Health/Doing Good – Gold
Effie Award 2019, Health/Public Relations – Silver
LIA Health 2019, Social/Health/Multi-Platform Campaign – Silver
Lovies, Social/Health – Bronze
PR Report Award 2019, Healthcare – Gold
DPOK 2019, Disruptive Communications – Gold
DPOK 2019, Strategy of the Year – Silver

Düsseldorf University Hospital 

The hospital at Düsseldorf University treats around 45,000 in-patients and 300,000 out-patients every year. It employs around 5500 people. With over 220,000 registered donors, the Bone Marrow Donor Center at Düsseldorf University Hospital (KMSZ) is the largest university donor registry in Germany and one of the largest stem cell donor databases worldwide.

"Only one team could convince everyone: BBDO and the bone marrow donor center of the University Hospital Düsseldorf (KMSZ) with its Life Lolli." The jury praised not only the convincing figures, but also the high level of innovation.

Horizont,
Fachzeitschrift für Marketing, Werbung und Medien, 15. Dezember 2019