Lifesaver Mode

Anthony Nolan


On average people joining the Anthony Nolan register have a 1 in 900 chance of being asked to donate, this drops to 1 in 200 for men aged 16-30. As a result we wanted to create a donor recruitment campaign specifically targeted at young men.

It was decided a partnership with gaming platform Twitch would fit the brief and introduce our brand to a new community of people. The campaign was created in-house by our small digital and creative team. The idea of being a ‘lifesaver’ is integral to our brand, and complements the common gaming idea of playing hero. From here ‘Lifesaver Mode’ was born – a campaign built around the message that it’s easy to be a real life hero with Anthony Nolan.

We created a suite of assets including a bespoke landing page, Twitch homepage takeover and limited edition t-shirt. Some of Twitch’s top streamers promoted our work while live streaming.

The campaign was a resounding success. We saw a spike in register signups and landing page visits and exceeded the KPIs Twitch set around the homepage takeover. We were so pleased with the results that we’re planning to work with Twitch again in the future. 

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