In 2020, cricketer JP Duminy launched the Be Someone’s Tomorrow campaign in support of the South African Bone Marrow Registry (SABMR), calling on the public to help patients fighting life-threatening blood disorders access the stem cell transplants they urgently needed. What followed was an extraordinary outpouring of compassion. Through the BackaBuddy platform, generous donors came together to raise R2 800 towards the R300 000 goal — a heartfelt reminder that even the smallest contributions can spark immense hope and change lives.
For donors, this campaign went beyond a festive season appeal — it became a personal mission to offer second chances to those who had run out of options. Every contribution, whether large or small, helped ease the burden on patients and their families. Many South Africans, especially those without medical aid, simply cannot afford the high costs associated with finding a matching donor. Thanks to the generosity of donors, the SABMR’s Patient Assistance Programme was able to cover expenses such as donor recruitment, tissue typing, and transplant-related medical bills.
What moved so many to support the campaign was its deeply human focus. Donors weren’t just giving to a cause — they were giving to real people: an 11-year-old girl, a mother, a grandfather. Behind every rand donated was a heartfelt belief that no one should be denied the chance to live because of financial barriers. The idea of families spending Christmas in hospital instead of around a table with loved ones resonated deeply with many supporters, particularly during the emotional highs and lows of the holiday season.
The campaign also sparked much-needed awareness around the lack of ethnic representation on the bone marrow registry. Many donors were alarmed to learn how poorly represented people of colour are on the SABMR database — with coloured, black, and Indian donors collectively making up less than 30% of the registry. This imbalance means that patients of colour face much slimmer odds of finding a match. For many supporters, this knowledge became a turning point, prompting them to not only donate but also sign up as potential donors themselves.
Donors were instrumental in shifting this reality. Their support didn’t just help individuals in crisis — it sent a wider message about equity, representation, and the power of community. By funding critical searches and treatments, they helped ensure that patients from all walks of life were given a fighting chance, regardless of their financial means or background.
The Be Someone’s Tomorrow campaign was a reminder of what’s possible when compassion leads the way. It proved that when donors rally together with purpose, lives are saved, hope is restored, and families are reunited. Today, the impact of their kindness continues to echo through every successful transplant and every patient who got to go home — because someone, somewhere, chose to care.
For those who were part of the journey in 2020, the results speak for themselves: your generosity changed lives.
Watch the video here: https://youtu.be/KgSF0W8FSjc
Donate to a campaign that inspires you and join a community of donors make a difference