Anthony Nolan launches first DRTV campaign

The Anthony Nolan Trust is preparing its first TV fundraising campaign in an effort to increase regular donations to fund its work into matching bone marrow donors with blood cancer patients.

Anthony Nolan

The ad tells the story of four year old Chloe who has been diagnosed with leukaemia and needs a bone marrow transplant and asks for a donation of £3 a month to “give a child the gift of hope”.

Supporters can donate via phone, text and online for the first time. Anthony Nolan previously focused on individual fundraising through direct dialogue with supporters.

It is the first DRTV campaign the charity has ever run, and the first work since it appointed creative agency Watson Phillips Norman in March to diversify its fundraising and supporter channels.

The TV activity is part of a broader summer fundraising campaign that also includes online advertising because the charity claims that combining TV and online fundraising efforts increases the likelihood of people making a donation by 50%.

The charity also wants to encourage more people to sign up to its register of bone marrow donors to match with blood cancer sufferers in the UK.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here