Each year, 20,000 Americans with blood cancer need a stem cell donor. Gift of Life pioneered cheek swab DNA collection 20+ years ago, changing the game. The problem is that younger, more diverse audiences aren’t joining the registry. They think cheek swabs are too clinical and invasive.

We developed an entirely new approach to enrolling people in the registry. Partnering with Labcorp, one of the world's largest diagnostic laboratories, we proved that chewing gum can provide a viable DNA sample. In fact, we found that Doublemint was the most effective. So, we formed a partnership and re-branded Doublemint as Hero Gum. It transformed how Gift of Life finds life-saving matches, and it made the process easier (and mintier) for donors.