Gift of Life Marrow Registry is on a mission to save the lives of people battling blood cancer. They facilitate blood stem cell and bone marrow transplants between donors and recipients, which requires a near perfect genetic match. But, the odds of finding that match are slim. Seventy percent of patients do not have a related match and must search the worldwide registry for a volunteer donor. The Save Someone campaign was designed to celebrate those perfect pairings and raise awareness about Gift of Life’s marrow registry.

To tell the story, DDB New York created an elegant design solution that connected blood stem cell/bone marrow donors and transplant recipients visually, using only typography.

To do it, Gift of Life Marrow Registry had to track down donors and recipients who shared the same first letter of their name.

To humanise these very real stories, we used the date of the recipient’s transplant as a URL. Each mobile site featured beautiful stories told by each recipient and donor. Two sides of the life-saving story. The message was simple. Be a donor and save a life by joining the registry today.