How Serviceplan Cologne Uses an Emotional Campaign for DKMS to Inspire More Stem Cell Donors

Many blood cancer patients urgently need a matching stem cell donation – but fewer and fewer people are registering. With a new, emotional content campaign, Serviceplan Cologne and DKMS want to change that.

At the heart of the campaign are real stories, like that of Arno and Nico: two people who couldn’t be more different, yet are genetically connected through almost identical tissue characteristics. When Arno was diagnosed with blood cancer, Nico’s stem cell donation saved his life – turning strangers into lifelong friends.

The short videos of these “genetic twins” provide authentic insights into their unique bond and are now available on social media, ATV, and online. The campaign targets people aged 17 to 55, with a strong focus on encouraging young people to register.

In addition to Arno and Nico, other committed individuals share their stories: handball professional Lucas Krzikalla, DKMS doctors, former patients, and family members answer community questions and explain how easy it is to become a potential stem cell donor.

“Open your mouth. Swab. Become a donor.” – this slogan still applies in 2025, says DKMS Managing Director Stephan Schumacher. The aim is to lower the barriers and show: every registration counts and can save a life.

The media strategy and campaign rollout were handled by Mediascale Cologne.