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Mediareach Advertising Awarded DKMS Awareness Campaign

Mediareach Advertising Awarded DKMS Awareness Campaign

DKMS, the blood cancer charity, joins hands with Mediareach to deliver its 2017 “Swab to be a Lifesaver” awareness campaign.

Mediareach was awarded the account in February 2017 following a competitive pitch, highlighting the agency’s unique approach to deliver the charity’s key objectives. Jonny McKay, DKMS Campaign Manager said “We were very impressed with Mediareach’s approach to the campaign plan and the business ethics they represent. It’s great to be working with them on our awareness campaign and we’re looking forward to seeing the results.”

DKMS launched in the UK in February 2013 with the mission to provide every blood cancer patient with a potentially lifesaving blood stem cell donor or help with access to treatment – around the globe.

The key campaign objectives are to raise awareness among 18 to 30-year-old British males – especially of minority ethnicities that are currently underrepresented on the UK Stem Cell Registry, and encourage them to register as potentially lifesaving blood stem cell donors. In the first phase of the campaign, they’ve targeted this audience in the West Midlands; Birmingham, Coventry and Wolverhampton since the start of May.

Mediareach’s unique planning and insight tools helped outline a bespoke strategy for DKMS that shall seek to build brand awareness among the hard to reach demographic of 18 to 30-year-old men in minority and encourage sign-up for the blood stem cell donor registry. The campaign touch points include transit media and OOH, supported by digital, local press, ambient posters in rest rooms and shopping centres.

The agency is also undertaking press advertising for the campaign by partnering with various publications both regional and national press such as; Metro Midlands, Birmingham Mail, The Voice and Asian Express to deliver the campaign on both the editorial and social media front.

The second phase of the 2017 campaign will take place in the North West and South East from September to October.

Mediareach is proud to have been chosen to represent DKMS as raising awareness of blood cancers and blood stem cell donation is an important issue, and a worthy cause, which is closely aligned to the agency’s ethos and its on-going work with other charities and Government campaigns.

“We have a long history of working with charities and we are very proud to be working with DKMS on raising awareness for such an important cause. We aim to go above and beyond to create an impact among the target audience and look forward to a long lasting partnership” Saad Saraf, Mediareach CEO.

For further information on DKMS and how to register as a potential blood stem cell donor please visit

Mediareach media enquiries to Nahida Rahman at or on +44(0)2077513333

DKMS media enquiries to Heather Fanning at or on +44 (0)20 8747 5642

Notes to Editor:

About Mediareach

Mediareach is a integrated advertising and communication Agency offering clients a wide range of Marketing and Advertising services under one roof: Creative Strategic Planning, Advertising, Media Planning and Buying, Digital Marketing and Social Media, Radio, TV and Content Production, PR Services, Multicultural Marketing, Experiential Marketing, Graphic Design, Marketing Consultancy. We have a blend of exceptional talent with clear-headed business tactics. We strive to incorporate this in our work and with almost 30 years experience under our belt, developing award winning and result driven campaigns.

About DKMS:

  • DKMS is a global not for profit organisation that started in Germany in 1991 around one family’s search for a donor. Dr. Peter Harf founded DKMS in honour of his wife Mechtild, who had sadly lost her battle with blood cancer. Peter promised his wife to help every blood cancer patient searching for a matching donor.
  • To date, DKMS has registered seven million blood stem cell donors worldwide. Over 60,000 people around the world have received a potentially lifesaving blood stem cell donation through DKMS.
  • Today DKMS operates in Germany, USA, Poland, Spain and the UK. DKMS is dedicated to the fight against blood cancer through recruiting stem cell donors and providing second chances at life; creating awareness of blood disorders and raising funds to match donor registration costs.
  • DKMS seeks to improve blood cancer therapies via its own research carried out at its Clinical Trials Unit, located in Germany.
  • DKMS launched in the UK in 2013. DKMS is the trading name of DKMS Foundation, a registered charity in England and Wales (1150056) and Scotland (SC046917). DKMS is a limited company registered in England and Wales (08151279).

Blood stem cell donation

  • There are more than 16,000 known HLA (human leukocyte antigen) tissue characteristics that can occur in thousands of combinations. The donor and patient must have at least eight HLA characteristics in common to be considered a match but ideally should have 12.
  • If you match with someone who needs a blood stem cell donation, the two methods through which blood stem cells are collected are either: a donation of peripheral stem cells collected via the blood stream (around 90 per cent of donations are made this way) or a donation of bone marrow collected from the back of the pelvic bone (not the spine).
  • Every 20 minutes, someone in the UK is diagnosed with a blood cancer like leukaemia, lymphoma or myeloma (Cancer Research UK, 2014).
  • Around 2,000 people in the UK cannot find a donor within their family (The Anthony Nolan & NHS Stem Cell Registry Annual Review 2016).
  • There are over one million people registered as potential blood stem cell donors in the UK, who are registered with DKMS, Anthony Nolan and NHSBT (The Anthony Nolan & NHS Stem Cell Registry Annual Review 2016).
  • While close to a quarter of potential donors in the UK are from minority ethnic backgrounds (The Anthony Nolan & NHS Stem Cell Registry Annual Review 2015), patients from these backgrounds continue to have difficulty in finding suitable donors due to a disproportionate lack of available donors (The Anthony Nolan & NHS Stem Cell Registry Annual Review 2016).

About blood cancers:

Every 20 minutes someone in the UK is diagnosed with a blood cancer, such as leukaemia. It’s a devastating diagnosis for anyone affected. But, there’s hope: a potentially lifesaving blood stem cell donation from a genetically similar person.

Only one in three people will find a matching donor within their own family. And so they must find an unrelated donor to have a second chance of life. That’s why DKMS exists. They find potential lifesavers and match them to people in urgent need of a blood stem cell donation.

It’s especially hard for people who are black, Asian, or belong to another minority ethnicity to find a match because there are relatively few potential donors of these ethnicities on the UK Stem Cell Registry. Latest figures show just 4.7% of people registered as a potential blood stem cell donor in the UK are South Asian, or have a South Asian heritage, while as little as 2.6% are black.

This means that someone who is diagnosed with a blood cancer who is black or South Asian may be less likely to find a matching blood stem cell donor and overcome a blood cancer diagnosis.

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