Anthony Nolan: SE donates

Anthony Nolan, a UK charity that works in stem cell transplantation, partnered with a London football team to reach a typically uninterest target audience, driving website visits and stem cell donation sign ups.

Overview

In judging these awards, you'll doubtless be hit by colossal 'opportunities to see' numbers, which are not only many times greater than the UK population, but also more abundant than the audience demographics the campaigns were designed to reach. For our charity partner, seeing our campaign simply wouldn't be enough – if the target audience didn't follow through and do what was needed, then people would die. That's why we set out to measure this campaign with just one metric: opportunities to save lives.

Young men can make a bigger difference to saving the lives of people with blood...

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