THE CHALLENGE
Anthony Nolan faced significant hurdles in engaging ethnic minority groups for stem cell donor registration.
The core obstacle was not resistance but a profound lack of awareness and understanding about the stem cell donation process among Black and South Asian communities.
Jack
VIDEO EDITOR
Nourdin
CONTENT PRODUCER
Ndu
CEO & CO-FOUNDER
THE INNOVATION
Initiated with in-depth online community research, we gathered insights from Black & South Asian respondents. Identifying awareness as the key barrier, we creatively integrated discussions about stem cell donation into the popular social reaction show 'Got A Problem.'
This approach facilitated not only immersive conversation but also provided clear guidance on the registration process.
THE IMPACT
1,051
registrations within just 3 months, surpassing the total for the whole year the previous year, by over 100 registrations.
50%+
reduction in Cost Per Acquisition (CPA) for recruiting individuals from ethnic minority backgrounds.
All the team at Word On The Curb have completely changed the way in which we recruit people from minority ethnic backgrounds in terms of quantity, cost to recruit and speed at which we recruit them.
Lucie Galloway, Digital Marketing Officer, Anthony Nolan
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