Listen to your Aunties!

DKMS has launched a new campaign rallying Black and South Asian communities to ‘listen to your Aunties’ and join the stem cell donor register – giving hope to people worldwide with blood cancers or disorders who need a stem cell transplant.

What will make Aunty proud?

DKMS UK has launched a new advertising campaign across London, Birmingham and Leicester, which focuses on raising awareness of the stem cell donor register in these cities’ Black and South East? Asian communities. The ads, which can be seen on billboards, buses, and bus stops, encourage us to find out more about DKMS, and join the stem cell register. They feature the DKMS ‘Aunties’ telling us to get to know DKMS, and calling on us to make our Aunties ‘dance with joy’.

And it’s not just posters. Expect to see the campaign popping up on socials, with influencers, digital ads, and even in-person donor registration events. The message is simple: more of us on the register = more chances of saving the lives of people who share our heritage. Sign up, it’s what Aunty would want!

Why do UK ethnic minority patients find it harder to find a match?

Finding a matching stem cell donor strongly correlates with ethnic background, so it is much more likely that patients will find a matching donor from someone with a similar background. This means it’s not just about how many people are on the stem cell register, it’s about the diversity of registered donors too.

Unfortunately for people of UK minority ethnic heritage, it is it currently much harder to find a potentially lifesaving stem cell donor match. Of everyone currently registered as a potential stem cell donor in the UK, just 16% are from any UK minority ethnic background. DKMS now has 13 million potential donors register worldwide, but lack of diversity on the register means we still need more people to come forward. Now the DKMS Aunties are asking: what about you?

You could be someone’s lifesaving match – register today!

To register as a stem cell donor is a very easy process. You just need to do three quick cheek swabs, post them back to us, and you’re done!

• Everyone aged 17-55 and in general good health can join the register.
• If you’re a match, you could save the life of someone with blood cancer or a blood disorder.

What is it like to donate?

There are some myths and misunderstandings about donating stem cells, but don’t worry and listen to the Aunties -- there’s nothing to be scared of.

Most people are never called to donate, but if you are matched with a patient, in nine out of ten cases, donating your stem cells is done via this quick and easy outpatient process, which is similar to donating blood platelets.

DKMS will be there to guide you through the process, we’ll arrange everything, including transport, and a hotel near the donation centre.

If you have any questions or concerns, please get in touch – info@dkms.org.uk

Sign up today – and get maximum respect from the Aunties.