Today we have unveiled a bold new brand awareness campaign across several media platforms, including the London Underground.
It will launch this month across various multi-channel platforms: bus shelters, radio, TV, digital, and underground advertising space. A second wave of advertising is planned for early 2017.
The campaign evolves from our ambition to ‘highlight who we are and what we do’ and to engage all key audiences including young men, those over thirty and the general public.
Among the activity, which starts on 5 September and runs throughout the month, is a poster with the powerful assertion ‘Anthony Nolan Cures Blood Cancer.’
A TV advert, featuring a voiceover from Shaun Parkes and footage from the charity’s own laboratories and Research Institute will also be on YouTube: http://bit.ly/driventocurevideo
Radio adverts of two lengths will be aired on Heart FM and Smooth FM in five different UK regions.
‘We need to engage and inspire our target audiences by a variety of methods,’ says Richard Davidson, Director of Engagement at Anthony Nolan.
‘With this campaign, we have gone back to basics in clearly communicating who we are and what we do, and how people can help to save and improve the lives of everyone who needs a stem cell transplant.
‘It’s bold and confident to attract the attention of people who don’t know us, who we hope will talk about us and spread the word about our work. Our aim is ultimately to raise Anthony Nolan’s profile, helping us to save and improve more lives.’
For more than four decades, the charity has grown and evolved, conducting world-class research and introducing its first Patient Experience team to support families before and after a transplant.
The latest campaign builds on the charity’s brand refresh in 2015 when it dropped its famous ‘Be a match, save a life’ strapline, in favour of a new strapline – ‘Saving the lives of people with blood cancer’ – with a more inclusive call to action. It also aims to better reflect the range of ways that different audiences can get involved in Anthony Nolan’s work.
‘It is increasingly important that we reflect our charity’s evolution as a blood cancer charity, without losing our core heritage of Shirley and Anthony’s powerful story, which continues to be at the heart of our brand,’ said Richard Davidson.
‘Our dedicated supporters are absolutely key to our lifesaving work so we gave them a sneak preview of the campaign before it launched. I’m delighted that their reaction was overwhelmingly positive, as they help us to recruit the right donors and fund ground-breaking research as well as the vital services we offer to patients and their families.
‘The majority of the materials created for the campaign have been developed in-house by the charity’s creative team, enabling it to be as cost-effective as possible.
‘We are unique in our offering and we need the public to appreciate that difference as well as be inspired to support us.’
Richard added: ‘The brand refresh process helped us to focus on our core strengths, our values and personality and highlight all areas of our work which make us who we are. Now we’ve been able to take that even further and clearly position ourselves as a leading blood cancer charity on the radar of the general public in the UK.
‘Our unique brand gives our audiences a compelling reason to engage with us, emphasising that each and every person has a valuable role in our story, and can help to save the lives of people with blood cancer.’