UM Singapore gives back by launching a campaign to drive awareness and registrations for the Bone Marrow Donor Programme

UM Singapore has launched a philanthropic campaign: UM Gives Back engaging its media partners in the out-of-home, digital media and programmatic realm to donate free advertising space for the Bone Marrow Donor Programme (BMDP) – a Singapore based charity.

Over the 6-week campaign period, which runs from 24 August to 4 October, 2015, UM Singapore will partner with outdoor media companies: Clear Channel, Mediacorp and Moove Media; digital partner: MSN; as well as employ its own programmatic media capabilities via Cadreon, to raise awareness and rally youth to register as bone marrow donors.

BMDP, which was set up 21 years ago, currently has 44,000 people on its local register, and is hoping to recruit 8,000 more people this year, particularly from the Malay and Indian community.

Working closely with creative partners at Blak Labs, UM approached its key media partners, asking them to participate in the campaign by freeing up media space that support BMDP’s philanthropic cause.

In all, four creatives developed by Blak Labs will feature island-wide across more than 30 locations in key youth-centric hotspots such as bars; eateries; sports and recreation centres; places of worship; convenience stores; bus interchanges; MRT stations; shopping malls; universities; polytechnics etc. Partnering with MSN, Singapore’s popular digital media channel, UM will launch homepage takeovers that raise awareness about BMDP. Next, implementing targeting technology of its programmatic media, Cadreon, UM will aim to drive donor registrations for BMDP.

Commenting on the campaign, Pat Lim, Managing Director for UM Singapore, said: “At UM Singapore, we are committed to making a difference to the society we live in. By using our strongest assets, the strength of our network and expertise in managing media, we were able to bring attention to worthy causes such as BMDP.”

She added: “We are proud to be a part of BMDP’s cause and grateful to our creative and digital media partners, and media vendors who have contributed to this campaign. It shows that when the industry works together it has the power to deliver a positive impact in the society.