UM Singapore is spearheading a pro bono campaign for the Bone Marrow Donor Programme in a bid to raise awareness of the charity’s work and encourage people to register as donors.
The agency has teamed up with outdoor media companies Clear Channel, Mediacorp and Moove Media and digital firm MSN to donate free ad space for BMDP.
Creative work designed by Black Labs will feature in 30 locations across Singapore over the next six weeks in bars, restaurants, sports centres, convenience stores, bus stops and MRT stations.
UM will also use its programmatic capabilities, via Cadreon, to encourage donations and rally young people to register as bone marrow donors.
BMDP, which was set up 21 years ago, has 44,000 people on its local register, and is hoping to recruit 8,000 more this year, particularly from the Malay and Indian community.
UM Singapore managing director Pat Lim said: “At UM Singapore, we are committed to making a difference to the society we live in. By using our strongest assets, the strength of our network and expertise in managing media, we were able to bring attention to worthy causes such as BMDP.”
She added: “We are proud to be a part of BMDP’s cause and grateful to our creative and digital media partners, and media vendors who have contributed to this campaign. It shows that when the industry works together it has the power to deliver a positive impact in the society.”