Anthony Nolan tasked us with driving financial donations. First, we had to create a brand platform for the charity.
We found this in 'Without you there is no cure'. Next, we launched 'Without You'. A story about a young woman looking for someone special.
We knew that before people would care enough to support the charity, they first had to understand what Anthony Nolan do. Their work is a very intricate process. Finding a simple way to communicate this led us to the kind of ‘match’ everyone understands – romance. To find a stem cell match, Anthony Nolan has to search a global register of stem cell donors - it’s like finding a needle in a haystack. Financial support for the charity literally funds this search and helps to save lives.
Actress Olivia Colman kindly did the voiceover for us. Whilst it's never been on our bucket lists to make her cry, it was a reassuring response when we showed her the film.
The film itself was seen by millions of people. This led to thousands of retweets and shares, and 40k new landing page views. Meanwhile, brand understanding jumped from 55% to 80%. People were also three times more likely to donate after seeing the work. The film was also shortlisted at the British Arrows.
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