The Give our Dad a Bone campaign had no grand strategy, no planning meetings, timelines, deep insight or client brief, just one overriding – and life-saving – key message: join the bone marrow register. Sometimes it is that simple.
And perhaps that’s why it has resonated far and wide. A campaign that started from the heart, it stands out for its simplicity, honesty and a single-minded objective.
After discovering that there was no one on UK registers who matched the tissue type of their father Rob Ireland, who was diagnosed with Hodgkin Lymphoma, his three daughters took to social media in the hope of tracking down a match. Launching their appeal across Facebook, Instagram and Twitter, the Ireland family now has 40,000 followers from around the world. More importantly, their campaign has led to action.
While it’s far from the first time social media has been harnessed to find a donor, the sisters’ campaign has increased awareness of donating bone marrow and stem cells. It has also provided a welcome boost for charities such as Anthony Nolan, which saw 2,221 people register as a donor in the week the campaign launched, compared with just 998 the previous week.
An impressive campaign in terms of column inches and social media engagement, Team Ireland has achieved a result likely to satisfy even the most ambitious client. And yet their success is simply down to being genuine, single minded and communicating from the heart.
Team Ireland is a brilliant example of how a real-life and truly authentic story can inspire engagement and, ultimately, action. Now let’s get signed up..
If you’re between 16 and 30 and in good health, you can sign up to the Anthony Nolan register. If you are aged between 17 and 66 you can register with Delete Blood Cancer UK.
Christine Lydon, Account Director, Healthcare
