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DKMS BMST Foundation India has launched its #OneInAMillion campaign in partnership with Bollywood actress Soha Ali Khan, aiming to address the critical shortage of blood stem cell donors in the country. This initiative seeks to raise awareness about the importance of stem cell donation in offering blood cancer and blood disorder patients a chance at life.
Every year, over 100,000 people in India are diagnosed with blood cancer or blood disorders, but fewer than 1% of the population is registered as potential blood stem cell donors. The “One in a Million” campaign highlights the rarity of finding a matching donor, inspiring more people to register and potentially save lives.
Patrick Paul, CEO of DKMS-BMST Foundation India, emphasised the campaign’s importance, saying, “India urgently needs more blood stem cell donors. This campaign uses creativity and technology to engage the public and raise awareness about a cause that can save countless lives.”
The campaign is designed to reach India’s youth through a multi-channel, integrated marketing strategy, creating a lasting impact. A unique virtual activity on social media platforms showcases white balloons floating over iconic landmarks, with a rare red balloon symbolising the "one in a million" chance of finding a matching donor. In addition, a web game challenges players to pop balloons in 27 seconds, a tribute to the fact that every 27 seconds, someone around the world is diagnosed with blood cancer.
Soha Ali Khan expressed her support, stating, “Small actions like these create real hope, and with every registration, we get closer to saving more lives.”
With only 0.6 million registered stem cell donors in India, the campaign aims to engage more individuals in life-saving registration efforts. To register as a potential donor, individuals between 18 and 55 years old need to complete a consent form and swab the inside of their cheeks to collect tissue cells. The sample is then analysed and listed on an international platform for matching stem cell donors.
