Gift of Life, DOUBLEMINT, adam&eveDDB Address Donor Gap with 'Hero Gum'

Quick listen: How chewing gum became a lifesaving act — in under 2 minutes.

Chewing gum could now save a life, and that’s no exaggeration.

Gift of Life Marrow Registry, in collaboration with Labcorp and DOUBLEMINT, has launched "Hero Gum," a first-of-its-kind DNA collection kit disguised as a stick of chewing gum.

Developed with creative agency adam&eveDDB New York, the initiative turns a mundane act into a potential match-making moment for patients battling blood cancer.

The campaign debuted at Citi Field on August 1 during the Mets vs. Giants game, where hundreds of kits were handed out alongside an animated short by Unsaid Studio.

Instead of the traditional swab, the gum method collects cheek cells through chewing.

This makes donor registration easier, faster, and more accessible, especially to younger, more diverse audiences.

“This project is the result of almost two years of relentless collaboration and shared belief with Gift of Life,” Alan Perlman, executive director at adam&eveDDB New York told DesignRush.

"It’s been more than just about work;  it’s been a mission driven by personal stories and a desire to make a real difference.

The idea of turning something as simple as chewing gum into a donor registration tool is as innovative as it is meaningful.”

The latest efforts simplify the sign-up process by attaching it to a familiar habit, addressing a major gap in available donors.

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

According to Gift of Life, 20,000 Americans need a stem cell or marrow transplant every year.

Additionally, 70% of patients in need of a stem cell or marrow transplant must rely on strangers for a match.

A Simple Habit With Big Impact

Beyond the stadium launch, Hero Gum kits will be distributed at colleges, community centers, and other high-traffic venues.

Last July 23, they were also made available online.

The science behind the gum is backed by Labcorp, which confirmed that chewed samples provide reliable data for HLA typing.

This is the critical genetic marker used to find transplant matches.

The full campaign rollout includes a 60-second PR film, a 30-second animated ad, custom packaging, a dedicated landing page, and a range of digital and physical assets.

W Communications is managing PR, while Unsaid Studio handled animation, and Omnicom Studios supported the live-action elements. 

Musashi Shintaku, creative director at adam&eveDDB, said the personal connection many team members had to blood cancer pushed the idea forward.

“From day one, we set out to turn something as simple and familiar as chewing gum into a powerful, life-saving act,” he said.

Combining practical innovation with a clear message reinforces the Gift of Life’s brand identity while creating an engaging new entry point for donor sign-ups.

Our Take: Can Simplicity Drive Action?

I love it when a campaign solves a real problem without trying too hard to look clever.

And it doesn't need to try to look clever, because the idea is genius, practical, and potentially lifesaving.

The idea of chewing gum as a registration method feels natural, not forced, and has real emotional weight when you consider the personal stories behind it.

And by showing up at a baseball game with actual kits in hand, Gift of Life avoided the all-too-common trap of just launching a film and calling it a day.

If more nonprofits treated creative work with a mission-first but consumer-smart mindset, they'd likely see stronger engagement and long-term impact.

In other news, Adobe invited users to finish a film using their AI tool, Firefly.