Brief
Building on a brief we set to Brixton Finishing School students – to create a campaign that would raise awareness of health inequalities amongst blood cancer patients and engage 16–30 year olds from minority ethnic backgrounds to sign up to the stem cell register – we needed to develop the winning concept ‘Fight the Good Fight’ to be tested and refined before launching.
Solution & Role
An integrated campaign focusing on the core Anthony Nolan brand story of one- to-one lifesaving. The identity is kept simple and flexible with handwritten type, hand-drawn lines and organic shapes, continuing the youthful, activist energy of the original concept while allowing the storytellers to become the heroes. I was the lead designer on this project from start to launch, and continued to develop new assets in response to learnings as the campaign remained live. After the first year (2021–2022), we successfully recruited almost 1,000 people from minority ethnic backgrounds to the register and secured a larger budget to grow the campaign in the second year. The flexible identity I designed was also used in further donor recruitment campaigns targeting the youth audience.
After speaking to 7 focus groups of young people both warm and cold to Anthony Nolan, we gathered insights that would inform the next phase of creative. The main takeaways were to simplify and focus on the core Anthony Nolan story of direct one-to-one lifesaving – although we wanted to diversify the register, our audience just wanted to save a life.
Disclaimer: This work contains images of Anthony Nolan patients and donors. Consent was gained at time of use but these images should not be shared.