We have been working with Delete Blood Cancer UK, the charity that recruits blood stem cell donors in order to help those suffering from blood cancer to find a blood stem cell match.
Statistically, younger people – and especially younger men – are more likely to be chosen as donors. However, less than 20 per cent of those currently registered are aged 18-30, with female donors outnumbering male 2:1.
We worked with Delete Blood Cancer on a nationwide campaign which encourages younger people (particularly younger men) to register.
In a very crowded market place we needed to create something which stood out and resonated with the younger crowd. The ‘Are you gonna show?’ concept plays on the competitive challenge of a team. This concept was designed to grab attention, with two creative executions both playing on the idea of joining a team – one aimed at both women and men, and one at men.
This ‘team’ concept is carried through the rest of the campaign, which later in the Summer will expand to enable ‘teams’, such as different workplace departments, competing companies – or of course, even sports teams and groups of friends – to compete against each other to recruit donors.
Adverts are currently running in major UK cities across on-and offline channels, including escalator ads on the London Underground, with recruiters and stands appearing at Wireless, Comic Con and Festival Number 6.
Nina Flowers, Marketing Manager at Delete Blood Cancer said:
“The great work created by Good will be a really effective way to reach the people we most need to join our register. The campaign is clever, but immediately understandable and works across every platform. We are sure this will work to help us deliver our lifesaving goals.”
It is a fantastic cause and one we are very proud to work with so, make sure to sign up, support and even look out for the adverts on your next trip into work!