Changing behaviour

Four Change has been encouraging Britons to register as blood stem cell donors with DKMS, a charity dedicated to the fight against blood cancer. The team specialises in behaviour change and so although coverage is always desirable, the element that is most important to them is significant evidence that they have changed how people act.

The team went out with stats for DKMS World Blood Cancer Day (28 May) which showed women are twice as likely to be on the UK’s aligned stem cell registry. Although DKMS has a database with more than eight million potential donors worldwide so far – and more than 360,000 in the UK – this doesn’t meet the growing need of patients, so more men and women are urgently needed to sign up as potential lifesavers.

Targeted coverage on the BBC’s Today programme with interviews from spokespeople and a moving case study about dad of two Peter McCleave, who has been diagnosed with myeloma and given just seven years to live, led to immediate behaviour change, with more than 1,000 new signs ups for the charity.

Anna Frodsham, head of marketing and communications at DKMS said: “It’s vital that we raise awareness of blood cancer and the importance of blood stem cell donations. The team at Four has shown dedication in helping us with the fight against blood cancer and educating the public.

“The coverage secured so far has gained additional registrations and we hope that this figure continues to rise.”

If you’re interested in becoming a potential life-saver, take a look here: dkms.org.uk

To find out more about Four Change email Anne Clarke.