Jennifer Aaker on using social media to improve public health
The 100,000 Cheeks campaign aims to increase the number of people enrolled in the international bone marrow registry. Spearheaded by Stanford business professor Jennifer Aaker, PhD, the goal is to use social media to inspire 100,000 people (at least 80 percent of whom are of South Asian descent) to give a cheek swab. South Asians, in particular, are vastly underrepresented in the registry, which is used to match potential bone marrow donors to patients who suffer from cancer and other life-threatening diseases. In this 1:2:1 podcast, Aaker discusses the catalyst for the campaign and the use of social media to raise awareness about public health issues.