Finding stem cell donors is a problem. People are afraid, usually due to ignorance. They think the stem cells will be taken from their spinal bone marrow, but that idea is now outdated. Stem cells are now almost always taken from the blood. Stem cell donors can save someone's life simply by giving blood.

The concrete motivation on which our campaign is based is: it is not difficult to save someone's life. Just register, give blood and carry on with your life. The additional motivation and underlying idea is that blood disorders can affect anyone. If you have a blood disorder, the chance of finding a perfect match is 1/50,000. So you had better have plenty of friends. "Do something that changes someone's life today."

The style is young but simple, with a central graphical element as a symbol of a vital, healthy life. There is a strong online channel providing detailed information and an opportunity to take action immediately. Visitors are directed to this via a banner, an invitation from friends via Facebook or an e-card. There are also a poster, beer mat and information leaflet which all refer to the website. We have an offline presence in hospitals, as a tool for Red Cross volunteers and also as a talking point in pubs and student restaurants.