OPPORTUNITIES TO SAVE
Client: Anthony Nolan
W Communication’s ‘Opportunities to Save’ campaign made saving lives its only metric, reaching this most elusive of audiences through a completely new football ecosystem that only exists on YouTube. SE Dons – a YouTube-only football team that has more subscribers than Premier League clubs including Crystal Palace, Fulham, and Brentford – became SE DONATES hosting ‘A Match for A Match’ designed drive stem cell registrations and donor matching. Through this ambitious content campaign, W Communications 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. Anthony Nolan also has a whole new understanding for its hardest-to-convert audience, and this football-focused creative strategy will now form part of its long-term planning to sign up more young men as donors. And all with the aim not of increasing a campaign’s ‘opportunities to see’ but creating genuine ‘opportunities to save’ lives.