One of the biggest challenges the charity Anthony Nolan faces is awareness and understanding of their vital work.
First, the brand needed a platform idea that would help people understand what the charity does, and the part that they individually can play.
Founded 50 years ago on the back of one mother’s struggle to find a matching donor for her son, Anthony Nolan works with incredible everyday individuals to save the lives of people with blood cancer. But none of this would be possible without the help of their supporters and donors. Born from this insight, we created ‘Without you, there is no cure’.
We were then tasked with increasing consideration of financial support. However, before people would care enough to support the charity, they first had to understand what Anthony Nolan do.
We partnered with acclaimed Director Jamie Rafn of Smuggler Production Studios and Brand Ambassador and Oscar Award Winner Olivia Colman to create a powerful, emotional film called ‘Without You’.
Finding a stem cell match is a very intricate process that involves an extensive search of a global register of stem cell donors. Any financial support the charity receives literally funds this search and helps to save lives.
We wanted to find a simple way to communicate this, which led us to the kind of ‘match’ that everyone understands, romance. Today’s world offers a sea of services for people looking to ‘find a match’ and as a result, it’s something many of us have come to take for granted.
But for people with blood cancer, it isn’t that simple. We used the power of something everyone has experienced at some point in their lives to explain Anthony Nolan’s work, trigger emotion and drive people to consider supporting the charity. This, followed by Olivia Colman’s voiceover, gave us the emotional resonance we needed.
The campaign is still live. The results to date have been very encouraging: 8,537,493 video views, over 3,400 shares and 39,597 landing page views. Most importantly, people were three times more likely to donate to the charity after seeing the film.