​Challenge

There was a critical need to recruit more young Black men to join Anthony Nolan’s stem cell donor register. Lamar Roberts, a professional UK basketball player, well known to the target audience, was chosen as an ambassador for the campaign.

 

Our work on the campaign included:

 

• a video promotion – using research feedback, we worked on the video script to ensure the messaging and call-to-action resonated with the target audience. This included creative direction, and the selection of music and locations for the shoot.

 

• a social media campaign – the campaign also included social media ads on Facebook, Instagram and Twitter)

 

• a website landing page for conversion – writing and content design of the web landing page to join the register

 

Outcome

Although detailed data for this campaign is not publicly available, Anthony Nolan reported significant achievements in its youth engagement because of this campaign.

 

Research showed the messaging resonated with the target audience with feedback showing it inspired young men to join their stem cell register.