ANTHONY NOLAN
Content Creation + Distribution
The educative content campaign generating half a million views and over 1,000 registrations to the Stem Cell Donation charity.
The Challenge
Anthony Nolan faced significant hurdles in engaging ethnic minority groups for stem cell donor registration.
The core obstacle was not resistance but a profound lack of awareness and understanding about the stem cell donation process among Black and South Asian communities.
The Innovation
Initiated with in-depth online community research, we gathered insights from Black & South Asian respondents. Identifying awareness as the key barrier, we creatively integrated discussions about stem cell donation into the popular social reaction show 'Got A Problem.'
This approach facilitated not only immersive conversation but also provided clear guidance on the registration process...
The Impact
Enhanced Engagement & Sign-ups:
This innovative strategy led to an authentic creative refresh, amassing over half a million views. Within just three months, Anthony Nolan saw an unprecedented increase in registrations from ethnic minority groups, totaling 1,051 sign-ups—surpassing the total of the previous year (912).
Cost Efficiency:
Additionally, the campaign significantly reduced the Cost Per Acquisition (CPA) by over 50% for recruiting individuals from ethnic minority backgrounds, marking a milestone in Anthony Nolan's outreach and engagement efforts.
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