Singaporeans decide if leukaemia sufferer finds bone marrow donor in interactive video

DDB has created two interactive videos for Singapore’s Bone Marrow Donor Programme that gives the viewer the ability to decide whether or not a cancer sufferer finds a bone marrow donor.

DDB Singapore bone marrow

One of the films features a mother and her son, who needs a bone marrow transplant as he’s suffering from leukaemia.

The viewer is given two options to click, either her son didn’t get a bone marrow donor…

…or he did.

The final frame leads the viewer to the website where they can sign up for a bone marrow donation.

A second film features a man named Jo who receives a call from his doctor.

The viewer can decide whether or not Jo gets a bone marrow donor. In this video, Jo’s doctor has been unable to find a match.

A second option shows Jo’s response to his doctor having found a donor.

These videos are supported by the shorter versions for TV, in cinemas, at roadshows and as print ads.

DDB campaign

DDB hopes that the campaign, called Project Tomorrow, will reach one million Singaporeans, and is targeting 50,000 donor signups.


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