the story of sameer and vinay
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D E S I G N I N G H A P P I N E S S ! / © J E N N I F E R A A K E R D E S I G N I N G H A P P I N E S S ! / © J E N N I F E R A A K E R
Using Social Media to Save Lives
Robert Chatwani
D E S I G N I N G H A P P I N E S S ! / © J E N N I F E R A A K E R D E S I G N I N G H A P P I N E S S ! / © J E N N I F E R A A K E R
TWO FRIENDS, DIAGNOSED WITH LEUKEMIA
SAMEER BHATIA, 32Grew up in SeattleMy Co-Founder, roommate, best friendMarried Reena in 2006Stanford undergrad, serial entrepreneurDiagnosed May 2007
VINAY CHAKRAVARTHY, 28Grew up in Fremont, CAMarried Rashmi in 2005Berkeley undergrad, MD from BUDiagnosed November 2006
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D E S I G N I N G H A P P I N E S S ! / © J E N N I F E R A A K E R D E S I G N I N G H A P P I N E S S ! / © J E N N I F E R A A K E R
LEUKEMIACancer that starts in blood-forming tissue such as the bone marrow and causes large numbers of blood cells to be produced and enter the bloodstream.
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US ESTIMATES – 2009 New cases: 44,790Deaths: 21,870
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RANGE OF TREATMENTS
Oral drugs
ChemotherapyRadiation
Bone marrow transplant
Cord blood transplant
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ACUTE MYELOID LEUKEMIA (AML)
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WHAT IS BONE MARROW? Spongy tissue found inside of bones. Marrow produces the bodyʼs white & red blood cells, and platelets.
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For many leukemia patients, the only cure is a bone marrow transplant, with marrow that comes from a donor.
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WHAT IS A MARROW TRANSPLANT? Transplantation of donor blood stem cells derived from the bone marrow or bloodstream (most common approach).
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FINDING A DONOR Marrow infused into the patient requires a genetic match that is as perfect as possible (10/10 match parameters). Highest probability exists within the same ethnic pool.
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Non-profit that operates a bone marrow registry of 7.5 million individuals.
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For Caucasians, there is an 80% chance of finding a matched donor in the NMDP registry.
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Of the 7.5 million registrants,
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20% are minorities.
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But only 1% are South Asian.
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So if you are South Asian…
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your chances of finding a match are slim.
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V E R Y S L I M
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1 in 20,000
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Sameer and Vinay did not find matches that they desperately needed in the registry.
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To make matters worse…
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…in India,
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a country with more than 1 billion people
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nothing
There was no bone marrow registry.
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what to do?
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Friends got together.
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All of us were quite shocked about the news that two of our friends were struck with cancer.
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We all felt like we needed to do something. Anything.
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What were our options?
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Do nothing.
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Do nothing.Do something.
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Do nothing.Do something.Do something SEISMIC.
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Our simple answer…
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If the odds were 1 in 20,000…
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Then all we needed to do was…
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hold bone marrow drives…
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and register 20,000 South Asians.
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And then weʼll find a match.
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Just 1 problem.
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We had a matter of weeks to get this done.
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THE CHALLENGEWe needed to move fast.We needed scale.Failure was not an option.
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First, think small, stay focused.One goal: 20,000 individuals
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GET: SOME STRUCTURE TO THE CHAOS
Make message bold, crisp, & human
Use MANY channels
Funnel traffic to a single destination
Be personally meaningful
Clear call to action in all communication (K.I.S.S.)
Track metrics & collective impact
TakeAction
Grab attention
Engage
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HARNESS SOCIAL MEDIA
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GOT ORGANIZED & FORMED TEAMS
TEAM VINAY TEAM SAMEER
team lead
marketing
drive operations
education
regional leads
team lead
marketing
drive operations
education
regional leads
bridges
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HelpSameer.org HelpVinay.org
BUILD THE BRANDS
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Executed, like CRAZY.
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AWARENESS ACTION
SOCIAL MEDIA
TRADITIONAL MEDIA
EDUCATION
REGISTRATION
Blogs
Widgets
Video
Viral EmailPledge Lists
Fliers
Celebrities
Donor OrgsLiterature
Web Links
How to Videos
Homes
Local Events
Clubs / LoungesUniversities
Temples
Corporate Drives
TV
Public Relations
Posters
Newspapers
MagazineTelemarketing
http://www.helpsameer.org/strategy/
STRATEGY
Instant Brand
Mass-Micro Mobilization
HELP SAMEER STRATEGY
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10 Simple Steps—You Can Do It!Let’s find Sameer and Vinay a match! Hosting a bone marrow registration drive at work take some effort, but your drive can be a big success with the right planning and coordination. This playbook is designed to make it easy as possible for you. Since each company is organized differently, think of this as a general guide. The various steps are laid out in sequence, and sample emails are included for you customize for your own use. Replace the text in red with your own text.
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D E S I G N I N G H A P P I N E S S ! / © J E N N I F E R A A K E R D E S I G N I N G H A P P I N E S S ! / © J E N N I F E R A A K E R
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THE RESULTS - 11 WEEKS
470 bone marrow drives
3,500 volunteers
1m+ media impressions
150,000+ site visitors
24,611 people registered
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Sameer = 10/10 match
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Vinay = 8/10 match
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SAMEER SHARED HIS STORY FROM THE HOSPITAL
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Live each day as if it were your firstDear Friends and Loved Ones,
I can’t stress to you how much I marvel at my blessed fortune every day, a fortune that all of you had a hand in creating.
If you look back at my earliest posts on this website, you’ll recall a newly-diagnosed leukemia patient needing a transplant from a grossly underrepresented and traditionally apathetic community. Along with Vinay, I challenged you all to step up and spread the work; to register and respond when called upon to save a life. I knew that this process was very unlikely to benefit me directly, but I had faith—and was convinced by Robert and others—that I had an opportunity to bring visibility to this issue to benefit future patients. This worked as hoped, and two other patients found matches through our drives. And the unimaginable happened: I also found a match through your efforts!
So who is to credit for this? Each and every one of you. It could have been your email that caused the donor to register. All of you stopped to think for a minute, “What if this was me or someone in my family?” and then did something as simple as sending an email to everyone you knew. This was Awareness Building, and was a crucial phase of your efforts. Others of you—many of whom I don’t even know but hope to seek out to thank in person one day—vested yourselves even deeper by organizing drives. You did this at your companies, your colleges, in your local communities, and at your temples of worship. And one of your actually won the luck of the draw and got to be my donor.
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So, what lessons did we learn?
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1. Develop a clear goal.There is elegance in simplicity
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2. Reverse the rules. Be aware of how others might address a challenge. And then do the opposite.
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3. Tell a good (truthful) story.
Tell stories to connect with human emotion.
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4. Design an architecture
Enable others to contribute. Allow others to self-enroll and choose their own weapon.
for collaboration.
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5. Design for the ripple effect.A small individual act can, collectively, create big change.
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UPDATE ON SAMEER
Our best friend, Sameer, relapsed within 3 months of his transplantHe fought hard – but sadly, passed away in March 2008
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We celebrated his life by sharing his memorial service with the world.
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LIVE GLOBAL WEBCAST
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AN UPDATE ON VINAY
Vinay had a successful transplant, but then relapsed Underwent alternative drug treatmentsSadly, Vinay also passed away in June 2008
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PURPOSE…REVEALED
Of the 24,611 newly registered…
266 lives were matched in one year alone.
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FINAL THOUGHTS
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Most revolutions are sparked by the actions of a few ordinary people.
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Your biggest asset is a clear mind and a very large idea.
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