How do you reach African Americans with a compelling and culturally relevant campaign that ultimately delivers more engagement and interest in the disparity around bone marrow registry donors? We looked at the African American culture holistically and determined that an editorial approach, both online and offline, was the best solution. Thus, we created #ESSENTIALS – which was a lifestyle based campaign that spoke to the African American user both online and offline. We developed OurEssentials.org as the hub for both produced and user-generated content. We targeted Atlanta and Austin/SXSW as focus events to engage and recruit influencers to participate in raising awareness and fostering conversation for Be The Match.