What is it?
The cancer charity has teamed up with comedian Steve Coogan to make an animated film, hosted by YouTube, that explains the process of becoming a blood stem cell donor, with the aim of encouraging more people to sign up to Anthony Nolan’s donor register.
What’s in the film?
The six-and-a-half-minute film uses simple 2D characters and shapes to illustrate the story. The palette and typography tie in with Anthony Nolan’s recently updated branding. The music was composed by Simon Hill.
What’s the purpose of the film?
Anthony Nolan saves the lives of people with blood cancer by matching them with people willing to donate their blood stem cells for lifesaving transplants. The charity wanted the animation to explain clearly the process of signing up and donating, and dispel myths in the process.
Richard Hall, head of marketing at Anthony Nolan, says: "When a person on our register donates their stem cells, they have the extraordinary chance of saving someone’s life. Our animation aims to highlight this fact, clarify the process and dispel some of the myths surrounding the two methods of donation."
Why did the charity do the film?
A recent survey conducted by ComRes for Anthony Nolan revealed that of the people who wouldn’t join the register, about a third (31 per cent) feared that donating stem cells would be painful, which showed that the public needed educating about the process involved.
Third Sector verdict:
The simple film clearly explains what’s involved and talks the viewer through the process. Using a celebrity will make the film appeal to more people and make them more inclined to watch and absorb the information. It also gets across the message that donors can save lives and says how grateful the charity is for those who participate.