DKMS Aunties - BCAM Sept 2026

Client: DKMS

Black Afro-Caribbean and South Asian communities in the UK are significantly underrepresented on the stem cell donor register, making it much harder for patients in these communities to find a life-saving match. This underrepresentation is driven largely by a lack of awareness and culturally relevant messaging—barriers that the DKMS Aunties campaign set out to overcome.

Using Out-of-Home advertising in London, Birmingham, and Leicester, the campaign brought donor awareness into public spaces with bold, memorable creative. The concept of “Aunties” drew on familiar family and community dynamics: playful, assertive figures that reflected social hierarchies and cultural norms, tailored differently for each audience to spark recognition, resonance, and connection. Placement strategy ensured the campaign reached audiences where they live, work, and commute. Community ambassadors tested creative at multiple stages, providing insight that ensured authenticity and cultural relevance throughout the campaign. The campaign generated strong recall and engagement, with audiences responding positively to the relatable and culturally specific characters. Interest in DKMS grew, with people motivated to explore more about the organisation and the donor process. By combining insight-led creative, culturally tuned messaging, and precision OOH placement, the DKMS Aunties campaign successfully raised awareness, strengthened connection, and highlighted a critical health inequality. It demonstrates how culturally intelligent, bold, and playful storytelling can cut through, make underrepresented audiences feel seen, and inspire action in communities too often overlooked.