Reflections of a Million —
A Selfie Became a Donor Registration.

Behaviour: Taking selfies | Media: Interactive mirror | Friction: Camera already open

Campaign Media

Client
01 / 07
Reflections of a Million mirror installation artwork
Visitors encountering the mirror installation
Mirror installation interaction during the campaign
Participant using the campaign mirror
Street-level view of the mirror activation

The Problem

01

Most people support good causes.
Few stop long enough to act on them.
DKMS needed to turn a moment of awareness into immediate action.

The Behaviour

02

People don't walk past a mirror.
They stop.
Smile.
And instinctively reach for their phone.

The Intervention

03

We turned the mirror into the campaign.
The message read:
"YOU'RE pretty."
Then reframed the moment:
"...close to saving a life."
As people opened their camera to take a selfie, the QR code was already in frame, taking them directly to donor registration.

Behaviour Taking selfies
Media Interactive mirror
Outcome Donor action

The QR code entered the camera frame after the participant had already chosen to engage.

The Friction Removed

04

No volunteer.
No instructions.
No separate scanning step.
The camera was already open.
The action had already begun.

Outcome

05

An everyday habit became a donor registration journey.
The campaign didn't interrupt behaviour.
It gave it a purpose.

Why It Worked

06
  1. 01
    Existing behaviour

    Taking selfies

  2. 02
    Campaign medium

    Interactive mirror

  3. 03
    Friction removed

    Camera already open

Next Case

07
A Comedy Show Became the Marketing Strategy.

Ready?

08
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a Problem