Liam’s Lifesaving List: A campaign to save a life that changed an industry
Agency
BCM Group
Client
Liam O'Brien
Awards
Bronze
Positive Change

Summary
The impact of the campaign went beyond increasing stem cell donation numbers. It changed Australia’s healthcare system.
Liam O’Brien, a young father of two was diagnosed with a rare form of blood cancer in 2022. Like all blood cancer patients his only chance for a cure was a stem cell transplant. But Australia's Stem Cell Register was dying. Stem cell donations had been in constant decline for years. This was largely due to lack of public awareness around the need for donations and the fact that simple mechanisms to find stem cell matches were not approved in Australia. Specifically, the use of cheek swabs to find potential donors.
In a period of just two months, the campaign had achieved its key objective. A stem cell match was found for Liam, giving him a chance to undergo a stem cell transplant that could save his life.
Case study
Case studies are free for ACA members and Round Two Effie Judges. Email effies@adcouncil.org.au for your discount code.
All Educational Institutions wishing to access case studies are required to contact effies@adcouncil.org.au.
Credits
Phil McDonald | Managing Partner | |
Sam Boyd | Creative Director | |
Shaun Egan | Creative Director | |
Laura Furness | Head of Media | |
David Mooney | Head of Planning | |
Mia Hamilton | Co-Head of PR | IVY PR |
Emma Bedsor | Co-Head of PR | IVY PR |
Nicholas Price | Senior Account Manager | IVY PR |
Cayley O’Neill | Account Director | IVY PR |
Emily MacGoarty | Account Manager | IVY PR |
Garry Edwards | Managing Director | AAM Investment Group |
Edwina Edwards | Director | AAM Investment Group |
Liam O’Brien | Cancer Patient Advocate | Lifesaving List |
Josephine O’Brien | Cancer Patient Advocate | Lifesaving List |
Anna Morris | Founder | Lifesaving List |
Ruby Hanson | Founder | Lifesaving List |