Blood cancer charity Anthony Nolan launches multichannel campaign

Charity organisation Anthony Nolan has allied with a number of media agencies to launch a new PR campaign aimed at encouraging people to join the bone marrow donor register.

Targeting young men, the campaign features a video from digital advertising agency Albion and film production company Stitch That, with Total Media handling media planning and buying duties.

The video features beatbox artist Bass6 and includes the slogan "Make Some Noise About Blood Cancer", while online ads and radio spots on Xfm London, Choice FM and Spotify will also be rolled out.

Additionally, posters will appear in Topman store changing rooms and in gyms this week, with the overall aim of the initiative being to encourage younger males – who are underrepresented on the bone marrow register – to step forward as donors.

Chrystyna Chymera, marketing manager at Anthony Nolan, said: "We wanted to create a campaign that really engaged young men and motivated them to join the bone marrow register."

The charity group was set up in 1974 and was responsible for the creation of the world's first bone marrow register.