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Top 6: October 9th 2013
Interactive
OneMatch: One Hero
Top 6: October 9th 2013
In the past, Canadian Blood Services has solicited stem cell donations from people from all walks of life for the OneMatch Stem Cell and Marrow Network. However, now more than ever, Canadian Blood Services is seeing that Canada's diverse populations are underrepresented and there is an immediate need for patients to have better access to stem cell donors. Canadian Blood Services notes that young (17-35) male donor stem cells result in the most successful matches in particular, donations from one's own ethnic background. DDB Canada was challenged with the task of building awareness of the OneMatch Stem Cell and Marrow Network specifically amongst young men from Canada's diverse populations.
One Hero is an online interactive comic book experience that pits the user against a madman that has released a virus and is creating an infected army. The story mirrors the real life experience of a victim who needs a stem cell donor, and the donor who has the power to save them. As the user progresses through the experience, they inch closer to the revelation that sometimes there's a thin line between fiction and fact.
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