Anthony Nolan airs new DRTV advert
Howard Lake | 14 June 2012 | News
Blood cancer charity Anthony Nolan is running a DRTV advert as part of a new summer fundraising campaign.
The advert features the story of four year-old Chloe, who has leukaemia and needs a bone transplant. A voice-over by actor Tom Ellis explains how Anthony Nolan provides lifesaving transplants for people with blood cancer by matching them with donors. It leads to an ask for £3 a month that will “give a child the gift of hope”.
Response mechanisms include telephone calls, texts and online donations.
The advert, developed by Watson Phillips Norman, aired this week and will run for four weeks on channels including Alibi, Discovery, Good Food, Gold and SkyLiving. The campaign is supported by banners on relevant websites including Mumsnet and eBay.
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.”
Watson Phillips Norman is working alongside Mike Colling & Co., which has handled media planning and buying.
www.anthonynolan.org
About Howard Lake
Howard Lake is consultant editor of UK Fundraising. He founded the site in 1994 and successfully sold it in 2022. As director of Giving X Ltd he is exploring growing giving on a massive scale.
He is the founder of Fundraising Camp and co-founder of GoodJobs.