Using Snapchat’s powers for good

Be the Match — a nonprofit that manages a bone marrow registry to help blood cancer patients — needs a new way to recruit young, healthy donors, so it's looking for them on apps popular with millennials.

"What we've found is that while anyone between the ages of 18 and 44 can join the registry at no cost, we're really focused now on recruiting 18- to 24-old men because younger donors tend to be healthier," said Regan Hall Reinerth, director of marketing and communications at Be The Match. "The trick is that group on a registry is pretty small."

With this in mind, a campaign on Snapchat is launching that zeroes in on young guys, with vertical video ads that will run within the Live Stories and Discover sections of the app.

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