The charity has won a branded content campaign worth £100,000 in the competition’s inaugural year
In these difficult times, The Sun was determined to help make a difference by putting the brand’s skill, resources and money behind one deserving charity. Entrants were tasked with suggesting a campaign that would help support Britain’s families in some way, and the response was staggering. The news brand received scores of entries from charities small and large across the country, showing a huge range of imaginative ideas. The winner’s £100,000 branded content package will be created by The Sun’s in-house Studio team and includes distribution.
Despite tough competition, Anthony Nolan’s ‘League of Lifesavers’ campaign emerged as the standout submission, with a clear goal and vision that complemented the Sun’s brand perfectly. 2024 is the 50th anniversary of the charity, which set up the world’s first stem cell register to match potential donors with blood cancer and blood disorder patients in need of transplants.
The League of Lifesavers campaign aims to sign up Anthony Nolan’s millionth potential donor to the stem cell register in its milestone year. As young men aged 16-30 are statistically most likely to be matched to patients in need of lifesaving transplants, the charity wants to tap into the camaraderie and team spirit of The Sun’s strong football audience, encouraging young men to join the register.
Anthony Nolan’s aim for this campaign is to give Sun readers the opportunity to do something amazing – to save a stranger’s life. The charity appeal is like no other; they are not asking for money but for readers to register their unique genetic fingerprint via a simple cheek swab. The Sun’s football fans are the perfect pick for the charity’s dream squad.
David Dumville, director of content solutions at News UK, says: “Throughout this competition, we have been staggered by the incredible work that’s being done by so many hard-working charities. They really do go above and beyond to help families across the country and make a real difference to so many lives. Our only regret is that not everyone could win.
“That said, we are delighted to be able to join forces with such a worthwhile and impressive charity as Anthony Nolan, especially at such a pivotal time in their journey. We can’t wait to get stuck into making ‘League of Lifesavers’ a massive success – just watch this space!”
Chris Phillips, chief engagement officer at Anthony Nolan, adds: “We’re thrilled to win the first Creative for Good competition and delighted The Sun sees what we see — football can bring people together to do extraordinary things, no matter their team. As Anthony Nolan celebrates its 50th anniversary in 2024, we can’t wait to inspire young people to join our stem cell register. Every match gives someone a second chance of life. The simple act of signing up can become an incredible life saving gift.”