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.

By Rosie Baker 12 Jun 2012 9:44 am

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.

Promotion not over until winner has enjoyed prize

Marketing Week

Travel promotions remain popular with consumers as many continue to feel the pinch and are having to save hard to be able to afford the annual holiday. Brands can tap into this by running promotions that capture the consumer’s imagination, create awareness, reinforce brand values and provide an important opportunity to collect accurate data. However, […]

Cookies outlook begins to clear

Nicola Smith

The EU’s ePrivacy Directive on how consumers’ data is stored and used by website owners came into force last month. Nicola Smith looks at how brands are interpreting the terms of the ‘cookie law’, and putting that into practice.