'Be The Match' is a nonprofit organization that hosts a bone marrow registry to help blood cancer patients find donor matches. Its new 'Be the Guy' campaign is aimed at Millennial males to recruit more donors to sign up. Be The Match is trying to connect with males primarily 18-24 on social media and in particular on Snapchat.
The 'Be the Guy' ad will run within Live Stores on Snapchat. The ad prompts users to swipe up and they will be able to link to the registry forms on the donor site. Be The Match is targeting people between the ages of 18 to 24 because this age group tends to be healthier, but the site will also register donors 18 to 44 for free. Similar ads will also be posted on Twitch, Instagram, Facebook and potentially Reddit. Leveraging social media to engage Millennials will raise awareness for the need for bone marrow donors.