What is it?
The Anthony Nolan Trust believes that many young people are put off from signing up to donate bone marrow or stem cells because they think it’s scary or painful or even dangerous. What this campaign set out to do was reassure potential donors that those fears couldn’t be further from the truth.
To get the message out, the Trust put together a 'mythbusting campaign' based around a film with a hashtag-friendly title, #DonatingIsntScary, timed to coincide with Halloween. Social media was an important aspect of the campaign with donors being asked to tweet about their own experiences using the hashtag.
The Trust's Marrow groups in more than 50 universities across the UK also got involved, and will now use both the messaging and the content on a regular yearly basis for their own ‘Marroween’ awareness-raising activities.
How successful has it been?
In the first week of activity, the campaign had a Twitter reach of more than 4 million while Facebook reached more than 330,000, with almost 5,000 likes and over 1,500 shares. The video was viewed nearly 19,000 times across all platforms. By the first week of November, a further 300,000 people had been reached on Twitter.
Anthony Nolan described the results as "amazing" considering the campaign had only cost £200 to run (the video was free).
What the charity says?
A spokeperson for The Anthony Nolan Trust said the charity had seen an "unprecedented number" of old and new stem cell donors contacting it as a direct result of the campaign, wanting to wanting to share their own experiences and spread the word online.
"This means we can now keep the momentum going far beyond Halloween itself, sharing these stories via our blog and social media, but it also means we’re expecting to be able to embrace more user-generated content than ever before," she added.