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.