Young father Liam O’Brien was diagnosed with a rare form of blood cancer in 2022. His only chance for a cure was a Stem Cell transplant. But Australia’s Stem Cell Register was dying. Donation rates had been in decline for years.
To draw attention to the state of the Stem Cell Register, we rebranded it, humanising the register using Liam’s story. Liam’s Life Saving List became a creative asset that was activated in paid and social channels and created a movement. The social traction it drove fed national headlines engaging nearly 3.5 million Australians.
Within three months of campaign launch, Australian stem cell donations tripled – breaking Australian records. As a result, Liam O’Brien found their Stem Cell match. The campaign went beyond increased donation rates and saving lives. It compelled the government to commit to release $12.8 million in funds to support the Stem Cell Register into the future.
