Anthony Nolan aims to inform men from ethnic minorities between the ages of 18 and 30 about the need for more potential blood stem cell donors.
Head of communications and public affairs Anthony Nolan, Tracey Sands, said: ‘We need to get more people from ethnic minority groups registered to help improve the chances of finding matching donors for patients from these groups.
‘Rich Visions’ expertise in reaching people from ethnic minority communities will help us to reach our goals and save more lives.’
Rich Visions MD Mavis Amankwah added: ‘The campaign is an excellent way to highlight the importance of joining the donor register, as the ethnic community are at higher risk of not getting the right match for a lifesaving transplant, due to the lack of donors from the BME community.’
Rich Visions will be working alongside Albion advertising agency, which will be responsible for the creatives.