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Many people may want to donate marrow, but the process of getting on the registry, either through cheek swabs or needles, might be slightly off-putting. 

Now, it’s as easy as chewing gum thanks to a new initiative from Gift of Life Marrow Registry. In collaboration with lab services company Labcorp and Mars gum brand Doublemint, the nonprofit is introducing “Hero Gum,” a donor registration kit that offers free gum, to be collected and validated for DNA collection. 

By chewing a piece of tasty gum for just five minutes, people 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. 

Currently, someone in the U.S. is diagnosed with blood cancer every three minutes, and roughly 20,000 Americans need a stem cell or marrow transplant each year. Sadly, only 30% of patients find a match within their families. The remaining 70% rely on strangers through donor registries.

The gum packaging and campaign were developed in partnership with 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 thousands of kits to fans in attendance.

“An innovation-based idea like this one takes years to realize, but it’s the kind you dream about as a creative — deceptively simple, genuinely useful and impossible to ignore,” says Brynna Aylward, CCO at adam&eveDDB US.

An animated film by Unsaid Studio will also air on the Jumbotron ahead of the game.

The campaign was designed to remove barriers to registration and engage younger, more diverse audiences.

“For decades, we’ve worked to make joining the registry more accessible — and Hero Gum is one of our most creative approaches yet,” states Marti Freund, COO at Gift of Life Marrow Registry.

How it works

Labcorp, which performs testing for the registry, has confirmed that DNA-rich cheek cells left on chewed gum can be reliably analyzed to identify HLA tissue markers, the genetic “fingerprint” used to match donors with patients battling leukemia, lymphoma and other blood cancers and disorders. The closer the HLA match, the greater the likelihood of a successful transplant and recovery. 

“By teaming up with Gift of Life, we’re helping turn a simple act into an opportunity to become a much-needed donor — and advancing our mission to improve health and improve lives,” says Dr. Brian Caveney, Labcorp’s chief medical and scientific officer. 

Campaign components include a 60-second PR film, a 30-second animated film, campaign stills, PR boxes, digital and social banners, a custom landing page, custom gum packaging, testing kit envelopes and print materials.

“Hero Gum is an idea that’s been close to our hearts for over two years. Many of us on the team personally know someone who’s been affected by blood cancer, and that connection drove every part of the process. From day one, we set out to turn something as simple and familiar as chewing gum into a powerful, life-saving act,” says Mussashi Shintaku, creative director at adam&eveDDB New York.

Hero Gum is now available online at the dedicated website.

This article originally appeared on Campaign US.