In 2022, young father of two Liam O'Brien was diagnosed with leukaemia. His only chance of survival was a stem cell transplant. But Australia's Stem Cell Register was struggling, with low public awareness and falling donor numbers. The clinical language and complex process made it harder for people to get involved. Our goal was to raise awareness, increase donations and help Liam find a match.

We rebranded the Stem Cell Register to The Life Saving List — a simple way to show what it really is: a list of people who can save a life. Using Liam's story, we encouraged Australians to join his Life Saving List and share the message. The campaign gained momentum across social, paid and earned media, with Liam's story featured across national media. We also worked with politicians to apply pressure for change and help bring attention to the state of the Stem Cell register.

In 2022, young father of two Liam O'Brien was diagnosed with leukaemia. His only chance of survival was a stem cell transplant. But Australia's Stem Cell Register was struggling, with low public awareness and falling donor numbers. The clinical language and complex process made it harder for people to get involved. Our goal was to raise awareness, increase donations and help Liam find a match.

We rebranded the Stem Cell Register to The Life Saving List — a simple way to show what it really is: a list of people who can save a life. Using Liam's story, we encouraged Australians to join his Life Saving List and share the message. The campaign gained momentum across social, paid and earned media, with Liam's story featured across national media. We also worked with politicians to apply pressure for change and help bring attention to the state of the Stem Cell register.

In 2022, young father of two Liam O'Brien was diagnosed with leukaemia. His only chance of survival was a stem cell transplant. But Australia's Stem Cell Register was struggling, with low public awareness and falling donor numbers. The clinical language and complex process made it harder for people to get involved. Our goal was to raise awareness, increase donations and help Liam find a match.

We rebranded the Stem Cell Register to The Life Saving List — a simple way to show what it really is: a list of people who can save a life. Using Liam's story, we encouraged Australians to join his Life Saving List and share the message. The campaign gained momentum across social, paid and earned media, with Liam's story featured across national media. We also worked with politicians to apply pressure for change and help bring attention to the state of the Stem Cell register.