The challenge from Born Donor Bank was clear: how do we encourage more people to become sperm donors? Our team explored the world of young people to understand their hesitation. We soon found that the reasons varied, but many came down to a lack of emotional connection to what donation could mean.

Our insight — “we take our relationships for granted” — inspired the campaign “Donate a Best Friend”. We chose to appeal directly to potential donors’ emotions by painting a picture of the lifelong friendships their donation could make possible. “What if your best friend was donor-conceived?” became our call to action: an invitation to see donation as a gift of immeasurable value.