Mars Wrigley and DKMS (a nonprofit blood cancer donor registry) launched Hero Gum in the U.S. this year.
The idea?
Instead of swabbing your cheek or mailing a kit, you just chew a piece of gum for 5 minutes.
That gum = a DNA sample.
That DNA = a chance to save a life.
Launched at Mets baseball games, Hero Gum turned a simple habit into a recruitment tool.
💡 Why It Worked
- Frictionless signup: No swabs, no forms. Just gum.
- Everyday behavior: People already chew. Now it matters.
- Cause-driven: Saving lives creates instant emotional pull.
🧠 The Lesson
Great campaigns don’t just lower barriers —
they remove them completely.
