Anthony Nolan capitalises on World Cup in new social campaign
Blood cancer charity Anthony Nolan has kick-started a new awareness campaign on social media, which coincides with the World Cup, as it looks to encourage more young men to sign up to its donation register.
Anthony Nolan has asked stem cell donors to predict the scores of selected games during the World Cup as they donate their cells to blood cancer patients.
The photos of the predictions will be shared on Anthony Nolan’s social media platforms before each game via the #MatchOTD hashtag and will include information about the donor, their reason for donating and how it feels to donate, as the charity looks to ‘debunk the myths around donating’ and sign up more young men aged 16-30.
Alexander Scott, head of marketing at Anthony Nolan, commented: “With the 2014 World Cup set to be the biggest social media event of all time we wanted to capitalise on this fantastic opportunity to access our hard to reach audiences and potential lifesavers. Our aim is to provide our audience with highly shareable and likeable content.
“We also want to dispel myths around donating bone marrow, or stem cells, by highlighting how easy and pain free the process is, using photos and quotes from donors. We hope to shine a light on the ‘feel good’ side to donations through the medium of football. Donating is the easy bit. The hard bit is watching England play afterwards…”
So far the posts have a combined reach from Facebook and Twitter of over 71,000 people. Facebook proved particularly popular with over 580 likes and 60 shares.