DOUBLEMINT / Gift of Life Marrow Registry: Hero Gum

Signing up for the stem cell registry just got a whole lot easier — and tastier — thanks to a bold new initiative from Gift of Life Marrow Registry. In collaboration with Labcorp, a global leader of innovative and comprehensive laboratory services, and DOUBLEMINT®, part of Mars, the nonprofit is introducing Hero Gum, a first-of-its-kind donor registration kit that pairs a stick of gum with a scientifically validated method for DNA collection. By chewing a piece of gum for just five minutes, individuals can provide a viable sample for Human Leukocyte Antigen (HLA) typing and join Gift of Life’s marrow registry — the first step toward potentially saving a life. Developed in partnership with creative agency adam&eveDDB New York, the initiative will debut at Citi Field on August 1 during the New York Mets vs. San Francisco Giants game, where the Gift of Life team will distribute hundreds of kits to fans. An animated film by Unsaid Studio will also air on the Jumbotron ahead of the game. Designed to remove barriers to registration and engage younger, more diverse audiences, Hero Gum reframes the donor sign-up process as quick, accessible, and even fun. The campaign kickoff taps into the energy of live sports to drive awareness and inspire action, addressing major gaps in donor availability:
- Every three minutes, someone in the US is diagnosed with blood cancer.
- Around 20,000 Americans need a stem cell or marrow transplant each year.
- Only 30% of patients find a match within their families. The remaining 70% rely on strangers through donor registries.