Celebrating the Match

Celebrating the Match

American Bone Marrow Registry

            This ad, entitled Celebrating the Match, is an overview of the founding, history and success of the American Bone Marrow Registry. It is a streaming timeline view from the American Bone Marrow Registry’s beginnings to its present. From its frail and slight beginning, its size and scope has grown in parallel to its success in matching donors to those in need. The message this ad plants with me is that the miraculous expansion of the Registry and its success are is only the beginning. With continued public support and research, an exponential increase of successful matches and lives saved is possible.

            Celebrating the Match begins with an image of a young girl in what appears to be her school photo. It gives her name and says that she was a leukemia patient in need of a bone marrow transplant. The caption states that in 1979 she was the first successful non-relation bone marrow recipient. She was the beginning, a spark that became a growing flame of hope.

            The ad certainly appeals to anyone who has siblings, children or have a loved one that the patients in the ad may bring to mind. The images and stories recounted strike and emotional note, appealing to the empathy people have towards children who suffer from terrible diseases, such as leukemia. The Ad doesn’t make use of notable actors, but rather uses images that the viewer could believe are those of real-life recipients and their loved ones. The timeline review gives a history that gives credence to the value of the program and speaks volumes for its success.

           Celebrating the Match is a very successful approach that appeals to humanity’s empathy for ill children. It also brings to light a possible response to the individual who asks what he or she can do to help. Overall, this ad provides education to those who may not be familiar with the American Bone Marrow Registry. It also is successful in reaching out to potential donors, financiers, and even recipients.

 To learn more, go to The American Bone Marrow Registry website.