What is it?
In honour of the World Cup, Anthony Nolan has asked stem cell donors – people who are a "match" for cancer sufferer – to make their predictions for the tournament’s match of the day. These images have been shared on Twitter and Facebook, and people are also being encouraged to respond by printing out scorecards, sharing their own predictions and helping to raise awareness of the need for stem cell donors. The submissions are being collated on the charity's website.
The charity has made a visually impressive World Cup predictions wall on its Facebook page using tagboard.
Why is it doing this?
Anthony Nolan needs more young men aged between 16 and 30 to sign up as potential stem cell donors. Although this is the group most likely to be a match for someone in need, they make up only 14 per cent of the register. With this audience in mind, the charity decided to capitalise on the social media momentum of the World Cup to create posts that play on the word "match"; using the light-hearted activity of predicting a football score to highlight how easy and pain-free the donation process is.
What does Anthony Nolan say?
"With the World Cup 2014 set to be the biggest social media event of all time, we wanted to capitalise on this fantastic opportunity to reach potential lifesavers," says Alexander Scott, head of marketing at the charity. "We’re going to shine a light on the ‘feel-good’ side to donating through our love of football.
How has it perfomed so far?
The Twitter hashtag has reached 83,631 people so far, and Facebook statistics show a reach of more than 33,000.
Third Sector verdict
This is a clever way to give stem cell donors some recognition while encouraging other people to donate. By showing these young men looking happy and relaxed, the charity has shown that donating stem cells doesn’t have to be scary, and incorporating football – something on which a lot of people have an opinion – gives them a reason to join in and share. Using something as popular as football normalises the idea of donating stem cells, and will make young men view it as something they could see themselves doing.