THE SILENT THANK YOU

THE HEAD-SCRATCHER

Every 14 minutes, someone in the UK is told they have blood cancer. Anthony Nolan finds lifesaving matches for people who need a stem cell transplant. We needed to help the charity increase donor registrations and build awareness for the cause.

THE IDEA

We say ‘Thank You’ 59 times a day, but how do we say ‘Thank You’ when it matters most? To bring the emotional stories of stem cell recipients and their overwhelming gratitude to life we partnered with renowned photographer Rankin to create a powerful and emotive campaign entitled ‘The Silent Thank You’. In a two minute film, we capture six ‘storytellers’ struggling to thank the people who have quite literally saved their lives with stem cell transplants.

THE RESULTS

• The film has already had 44.5k views across channels

• Delivered an overall reach of 111m impressions

• Average engagement rate: 6.1% (average 1.6%)

• Increased content performance of 177% compared to usual content

• Over 20 pieces of coverage secured including the Evening Standard, Daily Star, The Sun SnapChat