TDA scoops Anthony Nolan brief

London Marathon runners may still be tending to their aches and pains but blood cancer charity Anthony Nolan is already preparing for next year’s race by appointing TDA to develop a new online presence.
Designed to support its official charity status for the 2014 Virgin London Marathon, TDA will develop a new website which will form the hub of the charity’s fundraising campaign. The agency was appointed following a three-way pitch.
As well as recruiting runners to apply for one of its 400 guaranteed (Gold Bond) places, the site promotes the proposition of ‘cure blood cancer, mile by mile’. Potential runners can find out more about the cause and submit their application or registration forms via the site.
Registered runners will also be encouraged to visit the site regularly to access training and fundraising resources. They will be able to join the Team Anthony Nolan online community, sharing their stories and engaging with the charity and other runners through social networks.
Income generated in association with the 2014 Marathon partnership will be ring-fenced for a bone marrow donor recruitment initiative. This project will aim to add 10,000 new potential donors to the Anthony Nolan register, each of whom could go on to donate bone marrow and potentially save the life of someone with blood cancer.
Anthony Nolan head of events Mary Campbell said: “With a fundraising income of an estimated £1m, it is essential to ensure our runners feel inspired and involved in the event.
“The microsite will form a pivotal part of our runner recruitment and fundraising activity, and we needed an agency we could trust to deliver all of the requirements reliably and efficiently.”