Concept

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Swab, Spit & Share

Dentists could register their patients to become bone marrow donors during appointments. Many people may fear sitting in the dentist's chair, but they could feel better if they felt they were helping others. During a dental appointment, patients could not only learn about bone marrow donation, but also register to become a donor. Dentists could swab each patient who registers right before they begin cleaning or other dental work. During the appointment itself, dentists can share key talking points about the relative ease and minimal discomfort of bone marrow donation. Dentists could also distribute postage-paid kits to give to friends, roommates, and family members to register. Dental practices could mail in their cheek swabs consistently to a centralized clearinghouse.


Many dentists serve as hubs for their communities, and develop long-term relationships with their patients. Local dental practices could receive regional newsletters/posters sharing stories of lives that have been saved in their communities.


To create this campaign, funders need be identified. Initially, it would make sense to approach companies that are already in dentists' offices. Companies that give toothbrushes, toothpaste or other samples could sponsor this campaign, connecting healthy smiles with healthy communities. If future bone marrow recipients agreed to share their images, the sponsor could use their photo on packaging. In addition to any sales impact, it would demonstrate the value of local donor registration to consumers.


Before kicking off the campaign, next steps would be to:
- Identify costs to design and distribute materials (including posters, branded swab kits and brochures)
- Identify on-going operational costs (such as postage, creating regional content, swab kits, education for dentists)
- Quantify the potential market value and views for all collateral
- Develop frames for the campaign that appeal to patients, dentists and potential sponsors.

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