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Canadian Blood Services promotes OneMatch program

Canadian Blood Services of Ottawa has rebranded its Unrelated Bone Marrow Donor Registry as the OneMatch Stem Cell and Marrow Network, and begun a new awareness campaign encouraging ethnically-diverse Canadians to join the program. Television advertising has already begun, with transit, radio and direct mail advertising to follow. The campaign was developed by DDB Canada and OMD Media. The rebranding work was handled by Shikatani Brand Design. "We must close the ethnic gap on the network," said Jeff Moat, director of marketing at Canadian Blood Services. "We need to inspire more ethnic Canadians to join the OneMatch Stem Cell and Marrow Network to help people in their communities, and to even the odds for all patients looking for a match for a stem cell transplant." According to the organization, currently 85% of the program's registered donors are Caucasian.

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