The Anthony Nolan
Trust
A leukaemia charity aiming to match patients in need of a life saving bone marrow transplant to donors with compatible cell tissue. They also conduct ground-breaking medical research to help save lives in the future.
Xmas Mailer
Brief
To create a Christmas mailer for registered members of The Anthony Nolan Trust, which would ask them to buy and sell raffle tickets and also ask for a financial gift. The previous Christmas mailer had raised a surplus of £100,000, so our aim was to better this.
Solution
We thought we would set our sights high and go for a target of £150,000 – a target that we would highlight in the great tradition of Blue Peter. We created the Xmas mailer in the style of a traditional advent calendar that showed where the money raised would be spent when you opened the windows. This really worked, and the money raised not only matched our ambitious target, but soared way above it to over £170,000!
Opportunity Press Ads
Brief
We were briefed to target 18 – 40 year old males and inspire/challenge them to donate both bone marrow and money to The Anthony Nolan Trust. This group is crucial because younger men can give greater amounts of marrow over a longer period. There was also a need to address the lack of male donors amongst ethnic communities as they are more likely to provide matching tissue type for patients within their own ethnic groups in need of a bone marrow transplant. We also promoted Financial Donations and Fundraising Challenges.
Solution
Using our contacts in publishing, we twisted their arms and persuaded them to provide free space in magazines targeted at men. We were able to run generous spaces in magazines such as Maxim and Mojo at no cost to the client. The creative was punchy and provocative in order attract a response and we challenged them to do something really macho and donate bone marrow. The ads generated an excellent response.
Recruiting Male Donors
Recruiting Black & Minority Ethnic people
Financial Donations
Fundraising Challenges
Marrow Mailer
Brief
We were briefed on a short-sharp piece of creative that would get people (particularly young males) to consider donating bone marrow. The result was the ‘marrow mailer’ – which certainly got the target market’s attention.
Solution
Generated a high response, resulting in substantial levels of recruitment of suitable donors to the register.
