Blood cancer charity Anthony Nolan aims to reach a young, male demographic via experiential events and social media with comedian Hardeep Singh Kohli.
The campaign, which started last week in Birmingham, will see the comedian take part in a range of events around the country, documenting his trip via social channels throughout the campaign.
The charity, which matches patients in need of blood stem cell or bone marrow transplants with its registered donor list, says it needs to bridge a gap that currently exists between the need for young male donors and the proportion signed up to their register.
This week the comedian will be taking part in the Men’s Health Survival of the Fittest event at Tooting Market in London and delivering breakfast to some students who are also recruiting donors in Brick Lane.
Richard Hall, head of marketing at Anthony Nolan, said, the campaign enables the brand to “reach our audience in a truly interactive way, both on and offline, and we’re confident that ‘Man On A Mission’ will raise awareness of our work and help us save even more lives.”
The campaign was created by ad agency Albion.