Used chewing gum changes its image with Hero Gum

Innovative and attractive campaign to encourage people to join the US stem cell and marrow registry. In partnership with healthcare company Labcorp and Wrigley's familiar Doublemint Gum, the campaign - two years in the making - turns the tables on the traditional perception of used gum as icky by showing how it can be used to save lives of people with blood cancer. Some might see it as a little too pushy, while others are already lauding its simple effectiveness.The initiative was scheduled to kick off in a big way on August 1st with the distribution of hundreds of kits to fans at the New York Mets vs. San Francisco Giants baseball game.

Keywords: Gift of Marrow Registry 'Hero Gum', bone marrow donors, Labcorp, Doublemint Gum, adam&eveDDB US