A nonprofit is using Snapchat to find Millennial bone marrow donors. In an attempt to recruit 18-24-year-old men who “tend to be heathier,” Be The Match has launched “Be The Guy,” a campaign of Snap Ads on the platform’s Discover page illustrating how a typical Millennial guy could save a life. The ads then prompt viewers to do the same by swiping up on the screen and signing up to be a donor on the brand’s website. The campaign is also working with Reddit and releasing digital videos on Twitch, Instagram, and Facebook. (Adweek)
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