CIPR Award Winning Campaign for Anthony Nolan Trust - Brian and his Marrows

SiX is thrilled to announce that we have won the CIPR Excellence award for Not For Profit Campaigns for the 'Ilovemarrow' activity to raise awareness for the Anthony Nolan Trust.

We developed their first ever youth campaign. The brief was to specifically target 18 – 24 yr old men, a demographic notoriously hard to reach with charity messages. The aim was to encourage them to register as bone marrow donors.

SiX created a two tier campaign that reached the target market directly, driving people to join the register and raising the profile of the charity and the awareness week in November from the 19 – 25th.

The first tier was digital activity, to take the charity to new areas it had not exploited in the past. We created a funny viral film around the idea of marrows, the film followed maverick marrow enthusiast Brian Tyler as he described the merits of caring for marrows. The film was unbranded and had no commercial messaging but at the end of the clip you were invited to find out more at Brian’s own website, Ilovemarrow.com. The viral film was placed on key social networking sites such as FaceBook, MySpace TV and YouTube. SiX also targeted key media to host the film including Touch, PopBitch and Funky.

The second tier took the shape of more traditional public relations, speaking to key print media to raise awareness in titles young men read such as Men’s Health and Stuff. To date the reach is over 500,000 people and the charity were so impressed they have branded their awareness week with ilovemarrow.