OPPORTUNITIES TO SAVE
Client: Anthony Nolan
Many award entries are packed with colossal ‘opportunities to see’ numbers, which are often greater than both the UK population and the audience demographics the campaigns seek to reach. For Anthony Nolan, seeing a campaign wouldn’t be enough – if the target audience didn’t follow through and do what was needed, then people would die. That’s why W transformed the complicated subject matter of blood cancer and stem cell donation into a campaign with just one metric: opportunities to save lives. W’s bold, influencer-powered ‘Opportunities to Save’ campaign tapped into the sweat and tears young men give football clubs to ask for their blood. Reaching the audience through an ambitious YouTube football club and content takeover and one-off charity football match, the campaign increased average annual donations sign-ups of 16-18-year-olds by 25% and saw up to 66% of the population of people living with blood cancer given another chance at life.