DDB and Unsaid Studio have collaborated on a design-led campaign for blood cancer charity Gift of Life, which is on a mission to cure blood cancer through cellular therapy.

Each iteration features two names which share a letterform at the end of one name and the start of another. The two names are joined in the middle by one single letter that acts as a graphic palindrome: S, H, and M and W.

By linking the names together, the campaign illustrates the bond formed between bone marrow or stem cell donors and the patients receiving potentially lifesaving donations.

The campaign is appearing in print and has also run in OOH locations, including a spot in New York’s Times Square. The stark black and white designs have also been brought to life with motion for digital executions.

“One of the primary challenges was to effectively convey the delicate and serious subject matter with taste and elegance,” said Tom Alex Buch, ECD at Unsaid Studio. “The simplicity of the work meant that there was no room to hide, the animation had to be flawless.”

The work shows how blood donations don’t just create the gift of life, but a gift for life, too.

ddb.com; unsaidstudio.com