Tobiasregistret – Campaign

Challenge Tobiasregistret — Sweden’s national stem cell donor registry — needed to increase donor registrations among young men, a group traditionally characterized by low engagement. Insight We need to make a big shift: from informational to emotional messaging. Solution We developed the campaign Glöm mig inte as part of a long-term collaboration covering both strategy and activation. At the centre was a film built around emotional disruption, where a happy everyday life collides with the reality of someone critically ill and in need of stem cells. The film was screened in cinemas across Sweden ahead of major titles such as Gladiator II, reaching a predominantly male audience in a high-attention setting. Shorter cutdowns were also distributed across social media platforms targeting young men. Results The campaign contributed to an approximate 7% increase in male donor registrations, alongside a 20% increase in CTR and a 34% increase in social media engagement during the campaign period.