# Anthony Nolan airs new DRTV advert

- Link: https://fundraising.co.uk/2012/06/14/anthony-nolan-airs-new-drtv-advert/
- Published: 2012-06-14T14:05:05+01:00
- Author: Howard Lake

**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.

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The advert, developed by [Watson Phillips Norman](http://www.watsonphillipsnorman.com),
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

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