Ad Nut salutes UM Singapore and its media partners who are taking part in this philanthropic effort, providing free ad space for a campaign on behalf of the Bone Marrow Donor Programme (BMDP), a Singapore based charity.
From 24 August to 4 October, UM, along with partners Clear Channel, Mediacorp, Moove Media and MSN will raise awareness and call on young people to register as bone marrow donors.
The charity has 44,000 people on its local register, and is hoping to recruit 8,000 more, particularly from the Malay and Indian community.
The creative agency is Blak Labs.
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