The Problem
Young men are the most suitable stem cell donors, yet they are significantly underrepresented in the Swedish donor registry. Existing communication often feels heavy, distant, or difficult to engage with in a student environment.
Objective
The goal was to design a graphic campaign that motivates male university students to register as stem cell donors.
Research question
"How can graphic campaign material designed for a university environment to increase young men’s willingness to register as stem cell donors?"
Research
The project began with a pre-study including analysis of existing campaign material, qualitative interviews with students, and relevant behavioral theory. Key insights showed that humor lowers resistance, simplicity increases action, and personal relevance is more effective than statistics.
Concept
Multiple concepts were explored through brainstorming and evaluation. The final direction focused on combining a serious message with a familiar, student-oriented reference to make the topic feel approachable rather than overwhelming.
Project Team:
Andrea Svensson Cojocaru & Me