Anthony Nolan launches new DRTV ad
Blood cancer charity Anthony Nolan has launched a new DRTV ad created by Watson Phillips Norman to act as the centrepiece of a summer fundraising campaign.
Telling the story of Chloe, a four year old leukaemia sufferer, a voiceover mounts a plea for donations to enable lifesaving bone marrow transplants for her and others.
Donations of as little as £3 are welcomed under the tagline “give a child the gift of hope”, in the commercials; which will air from today for four weeks on Alibi, Discovery, Good Food, Gold and SkyLiving,
Online banner ads on sites such as Mumsnet and eBay will support the campaign.
Rufus Cruft, Anthony Nolan's head of individual giving, said: "We feel the amount we're asking for, coupled with the compelling manner in which we're asking, will resonate with potential donors. But what's key are the additional response mechanisms we're introducing to make donations possible via every channel used by our target audience every day.
“The likelihood of people taking a financial action increases by more than 50% when TV and online are used in tandem and we're levering this insight to drive this activity."
Gail Cookson, strategy partner at WPN, said: "Using a range of response mechanisms to lever a compelling call to action is vital in helping an amazing charity like Anthony Nolan to grow its supporter base and funds. This DRTV ad will help Anthony Nolan diversify its donation channels to work toward its growth targets."