How do you get young men interested in stem cell donation?

The Tobias Registry is Sweden’s registry for stem cell donations. There is a shortage of young men in the registry, which can result in some patients not receiving the stem cell donation they need to survive. We were tasked with getting more guys to realize that they can save lives by sharing their stem cells.

Knowing that the target audience engages in their social media channels to be entertained, we created always-on content that was both informative and engaging. Updated design, short films, and content approaches that pick up the latest trends in social channels have formed a consistent theme in the communication.

Our agile approach, where we have been quick to stop content that hasn’t worked (or modify existing material) and do more of what resonates with the target audience, has proven very successful and continuously provided us with new insights into how we can engage young men.

In addition to producing content for social media, Spoon helped the Tobias Registry with audience insights, strategy, content for events, and targeted campaigns.