Gift of Life Hero Gum was years in the making. It began with a simple but urgent question: How can we make joining the bone marrow registry easier and more accessible for everyone?

The answer turned out to be something nearly everyone already uses every day - gum! After extensive testing, we discovered that Doublemint gum provided the most reliable DNA samples for matching, and the concept of Hero Gumwas born.

Following months of legal, scientific, and production groundwork, we entered a compressed two-month production window to bring the campaign to life. The result was a fully integrated national launch that included custom PR boxes, a large-scale activation at a New York Mets game, and two campaign films - all supported by a major PR push.

Together, the campaign reimagined how people register as bone marrow donors, dramatically expanding access and helping connect life-saving matches to patients who need them most.