Campaign Strategy, Research, Proposition and Messaging, Media Planning
Approach and Concept Development
Hero Video, Social Content, Multichannel Assets, DRTV
Young men provide more than half of all stem cell or bone marrow donations for people with blood cancer and blood disorders. Yet, they make up only 15% of Anthony Nolan’s register. This campaign aims to empower and encourage young men to join the stem cell register by showing how life-changing it can be – for them, as well as the people they save.
The film focuses on the journey of Lamar Roberts, a professional basketball player from South London. It tells his journey towards joining the stem cell register, relaying the emotional impact joining has had for him. Through a high profile TV ad campaign, the objectives were to increase prompted brand awareness, introduce digital fundraising as an income stream and, ultimately, recruit young men aged 16-30 to the stem cell register.
Within just 2 weeks of launch, 297 applications were linked to the campaign, 224 of which were male. 53% of these applications resulted directly from clicking on a paid ad and in total 45% of all online applications were male. Reach and engagement on social media has also helped Anthony Nolan engage with more patients and their families who are needing a transplant, raising awareness of their work.
Marketing Campaign of the Year
Best example of collaboration with an external agency
Diversity and Inclusion
Raw London pushed us outside our comfort zone to reach an audience we had previously always struggled with.