Anthony Nolan, the UK charity for people with blood cancer who need a stem cell transplant, is launching a major DRTV offensive as part of a new summer fundraising campaign.
The ad, by Watson Phillips Norman, is based on real-life families and features the story of four year-old Chloe, who has leukaemia and needs a bone transplant.
A voiceover by former Eastenders actor Tom Ellis informs viewers that Anthony Nolan provides lifesaving transplants for people with blood cancer by matching them with remarkable donors and sets the scene for a tangible, low-cost ask of £3 that will ‘give a child the gift of hope’. Response mechanisms include telephone calls, texts and online mechanisms.
The spot, which breaks this week on channels including Alibi, Discovery, Good Food, Gold and SkyLiving, will air for four weeks.
Online banners on key websites visited by the target audience, including Mumsnet and eBay, will support the TV push.
Anthony Nolan head of individual giving Rufus Cruft said: “We feel the amount we’re asking for, coupled with the compelling manner in which we’re asking, will resonate with potential donors. But what’s key are the additional response mechanisms we’re introducing to make donations possible via every channel used by our target audience every day. The likelihood of people taking a financial action increases by more than 50% when TV and online are used in tandem and we’re levering this insight to drive this activity.”
WPN strategy partner Gail Cookson added: “Using a range of response mechanisms to lever a compelling call to action is vital in helping an amazing charity like Anthony Nolan to grow its supporter base and funds. This DRTV ad will help Anthony Nolan diversify its donation channels to work toward its growth targets.”
Watson Phillips Norman won the account in March, following a three-way pitch, with a brief to develop online and TV communications that will recruit new supporters. It is working alongside Mike Colling & Co, which has handled media planning and buying.
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