What if you, and you alone, could save a life?


The new Héma-Québec campaign was created to encourage 18- to 24-year-olds from diverse ethnic backgrounds to sign up for the Stem Cell Donor Registry to increase representation and help people waiting for a transplant to find a compatible donor.

In Quebec, hundreds of seriously ill people are waiting for a stem cell transplant. Their biggest challenge? Finding a compatible donor. In fact, a stem cell transplant, which is a last resort in most cases, requires a perfect genetic match between the donor and the transplant recipient.  

The campaign features real donors who are signed up for the Registry, as well as Lori, a mother who beat cancer thanks to a stem cell transplant.

The creative approach emphasizes the notion that each person on the Registry has the potential to save a life, to be the only person able to help someone who is critically ill.  

“Each registration can make all the difference. That’s really what we want people to take away from this message,” said Manuel Ferrarini, Vice-President, Creative and Production Director at Tam-Tam\TBWA.

The campaign, with a media strategy by Carat, includes online video, social media pieces, media creative (signage on mirrors) as well as in-field activation and digital signage on campuses.