What was the aim?
Women over the age of 30 are some of Anthony Nolan’s most loyal and influential supporters but the blood cancer charity only recruits 16- to 30-year-olds to the stem cell register.
Anthony Nolan needed to ensure the enthusiasm of women over 30 for its cause was not stifled by their inability to be donors. The charity decided to channel this enthusiasm towards another lifesaving donation they can make - a financial donation
What did it involve?
At the centre of the 'Without You' campaign was an emotive 90 second film created in partnership with advertising agency DRUM. The charity’s Patient Panel was involved throughout the process to represent their experiences as realistically as possible.
The film tells the story of Hanna, a single woman in her thirties, seen searching for her 'match'. Although it seems Hanna is waiting for a romantic partner it becomes clear she has blood cancer and is waiting for a matching stem cell donor to save her life. This surprise twist, coupled with the voiceover of patron Olivia Colman, elicited a strong emotional response.
The film was shown on digital media plus Pearl & Dean cinemas across South East England, targeting films with a female skew.
What did it achieve?
The film was viewed 8.5 million times, far beyond the charity’s target of 2.7 million. After the campaign, 41 per cent of people associated Anthony Nolan with 'helping save the lives of those with blood cancer' and 39 per cent with 'research into curing blood cancer' compared to 34 per cent and 32 per cent previously.
What did the judges say?
“This was a campaign with really clear objectives and achieved very impressive results. This campaign involved very powerful and original creative with a compelling message.”
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