The charity is particularly keen to make an impact among 18 to 40-year-old men – an audience it has traditionally had trouble reaching – and has hired its first agency, Trinity PR, to run the campaign.
‘There is a perception that donating bone marrow is a painful process, which puts people off, but we are aiming to show how easy it is to come in and be tested,’ said Trinity managing partner Jo Hudson.
The agency will devise a media relations campaign that targets men through national, regional and consumer media. Hudson added that women’s lifestyle titles were also important for raising awareness among female partners.
The trust is particularly keen to recruit men because they can generally provide greater volumes of blood stem cells than can female donors. Women are also ineligible to donate for two years around pregnancy.
The awareness week will take place between 20 and 26 November. The charity’s marketing and communications manager Robert Spigel described it as ‘one of the first times we have launched such a targeted campaign’.
The charity’s appeals for specific donors receive local coverage, but a national week will showcase its work on a wider scale. Trinity won a three-way pitch.