We've previously written on Scope about the 100k Cheeks campaign. Spearheaded by Stanford Graduate School of Business Professor Jennifer Aaker, PhD, the program's 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 and become enrolled in the international bone marrow registry. 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 a new 1:2:1 podcast, Aaker sat down with Paul Costello to discuss the campaign, as well as the use of social media to improve public health. Aaker will also be a keynote speaker at the Medicine 2.0 conference at Stanford this fall.