Anthony Nolan Charity
| 2023 | Outcomes, Insights, Mock-ups
Collaborating with in a team to create an out of house and social media campaign, targeted towards Gen Z males, with the aim to create brand awareness of the Anthony Nolan charity, resulting in more stem cell donor registers.
Concept:
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Using fun innuendos, that describe the process of becoming a stem cell donor, to attract students to the 'Get Cheeky With It' freshers event, that will be held around the UK's universities student unions. This out of house event includes props and free tickets to the event, once students have signed to register with the charity. For social media, the use of Tik Tok and Instagram, will be used to promote the event, through universities student pages, Anthony Nolan's and both their Tik Tok accounts- that will follow recent, fun trends, that further promote the out of house campaign.
Key Insights:
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The Power Of Humour:
Humour relaxes people and makes them want to be a part of the community that brings them joy. (PopNuro,2020)
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Primary Research:
When conducting primary research we found that the use of humour within a charity campaign was the main reason our participants decided to engage with them, so we decided to base our campaign around some fun innuendos that would incorporate the process of becoming a stem cell donor.
Where Is The Demographic?:
A study has shown that in 2022 there has been a significant rise of young people choosing to apply and attend university. Therefore, we believe universities are a great place to begin targeting this demographic.
My Roles:
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- Primary and secondary research
- Insights
- Mock-ups
Feedback:
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One of the groups chosen to pitch ideas to Anthony Nolan creative team in London at W Communications PR Agency head office.