Emily Radcliffe
COMS 223 - Creative Brief
Client: Kicking Leukemia to the Curb (KLC)
Campaign: Leukemia Awareness
Agency: Creative Speaks, LLC
Objectives: To raise awareness of bone marrow transplants and how they can save
the lives of children recovering from leukemia by registering to be a bone
marrow donor.
Background: According to the American Cancer Society, leukemia is one of the
most common cancers in children, affecting 1 in 3 children. One of the ways
to help children fight leukemia is by having a bone marrow transplant. A
bone marrow transplant occurs when the patient is typically in remission to
help restore the blood stem cells that have been damaged by the leukemia.
Be the match is a website that keeps a database of possible donors that could
match the child in need.
Target: Adults who are in good health and are able to donate based on the
guidelines posted on the website.
Primary Target: Adults 18-30 years old in the US
Secondary Target: Adults 31-60 years old in the US
They Think: They do not know how or that it is possible to help children with
leukemia.
What we want them to think: Registering to become a blood marrow donor can
save a child’s life.
Target Profile: Kayla has a neighbor suffering from leukemia. Her neighbor is in the
beginning of the recovery process from leukemia. Kayla does not know that
she could possibly help her neighbor by donating bone marrow.
Big Idea: Knowing that you have the ability to help someone recover from leukemia.
Proof: Showing testament of someone whose life was saved from the bone marrow
transplant will show that it is possible.
Additional Materials/Guidelines: Visit http://www.bethematch.org to get
information on how to donate blood marrow.
Deliverables: Outdoor