The Challenge
Twenty South Africans are diagnosed with blood cancer daily. A blood stem cell transplant is a blood cancer patient’s only hope for survival, but having a mere 22 000 citizens out of a population of 59 million registered as donors – and only 16% of those being people of colour – significantly lowers the chance of a match. Building an ethnically diverse registry is critical. HLS client, DKMS Africa, is a non-profit organisation that fights blood cancer. They required a PR strategy to diversify and grow the national registry by raising awareness and educating people from various ethnic backgrounds about how they could register and save lives.
The HOOK
Taking place over 12−months, HLS targeted people of African descent and mixed ethnicity. The campaign theme was ‘United by Hope’, to dispel cultural myths and address misconceptions. The campaign strategically collaborated with trusted voices including Dr Theo Gerdner (Clinical Haematologist), Makhosi Nomabutho (founder the Sangoma Society), Tumi Sole (advocate and founder of Country Duty) and Shudufhadzo Musida (Miss SA 2020). By leveraging these credible and influential experts, we were able to successfully surpass the campaign objectives.
The LINE
The communications approach was integrated across paid, earned, shared and owned (PESO) channels and platforms. The campaign focused on educating the public. This was done by collaborating with several trusted social media influencers. HLS developed high-impact purpose stories and targeted high reach business and consumer publications across online and TV/radio stations. In addition to heightened media awareness, messaging was further amplified with a paid campaign using a local community station, to reach community members and further drive registrations. Media articles were also placed on the DKMS website and messaging was reinforced across DKMS Africa’s social media channels. Media were also invited to attend donor drives and fundraising events.
The SINKER
HLS secured over 21 000 new donors registered, 51% of whom were Black, Coloured and Indian. Six influencer campaigns ran on Instagram and Twitter with a cumulative Reach of more than 1 million, audience engagement of over 860 thousand, and more than 2000 conversions. The media campaign reached more than 211 million people in just one year. DKMS was mentioned in
82% of tier-one leading business and consumer publications. The campaign also won ‘SA’s BEST Healthcare campaign’ of 2023, and HLS was the only PR agency awarded for the healthcare sector at the PR Prism Awards.
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