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Our clients were in a spot. They needed over 50,000 new bone marrow donors added to their database. But their demand wasn't selfish. You can't blame them from wanting more donors because the the odds of finding a matching donor in Singapore are 1 in 20,000. 

We wanted to communicate the stark realities to our audience, the people of Singapore in a interesting and interactive way. We wanted to demonstrate why they couldn't sit on the fence any longer. Why choosing to act now could make all the difference between life and death. 

To get our message out, we created interactive videos on youtube that were also adapted for national TV and print advertisements that were inspired by true events. Driving people to the BMDP website where they could sign up. 

The videos directed you to different endings depending on your choices. Helping people see the impact of their decisions.