Hero Gum: Chew to Save a Life

Gift of Life Marrow Registry transformed an everyday habit into a groundbreaking way to recruit lifesaving stem cell donors. Developed with Labcorp and DOUBLEMINT®, Hero Gum is the first donor registration kit that allows individuals to join the marrow registry simply by chewing gum for five minutes.

At the heart of the campaign was an animated video that made the science behind Hero Gum easy to understand, engaging and memorable. Deployed at Citi Field during a New York Mets game and across social media, the video showed audiences how something as simple as chewing gum could potentially help save a life.

The video and integrated campaign generated more than 6 million impressions, sparked donor registry interest worldwide and elevated awareness of blood cancer and stem cell donation, demonstrating the power of creative storytelling to inspire lifesaving action.