A family based in Cardiff received some bad news, as their 9 year old daughter had been diagnosed with a rare case leukemia, and desperately needed a bone marrow donor match
- After some guidance I created a brand and website in order to increase the chances of finding a match
The ultimate aim of the website was to promote the increase in bone marrow donors. Some people never find a match and others can wait years...
the '#Pantsonhead' campaign was born. The story starts when the Hollie's uncle put his pants on his head to cheer her up. The campaign raised awareness by encouraging the public to take a photo of themselves wearing their pants on their head and post it on twitter!
The campaign was unique, attention grabbing and with the success many celebrities and sporting legends got involved
The new website helped promote their campaign, along with their social networks and determined/persistant family members.The website had a range of pages and the more popular being the gallery page of the huge list of stars, friends and family.
To name a few..
The goal of the website was to find a donor, the campaign hit newspapers, news broadcasts and even was the highest trending keyword in Spain! (thanks to Gareth Bale).
Below are just a small number of celebrities and sporting icons that were involved with the campaign
The campaign was so big it reached
The exposure was unbelievable, being featured on the BBC evening news, newspapers and shared all across many social networks…etc
However the aim of the campaign was to encourage donor registration, and in turn increase the chances of Hollie's match being found. Amazingly the number of donors increased dramatically
A lot earlier than first anticipated and a few weeks on Hollie had the news all her family and friends had been looking for.
Hollie found her match. This increased her chances of survival and in the journey increased everyone else's in the same condition. The campaign achieved what they set out to do! and in a very short space of time.
With her treatment and despite the huge efforts to find a match Hollie sadly passed away
The funeral as expected had a huge turnout, and it was quickly established that the family wanted to continue the legacy that Hollie had left and immediately started raising money for Anthony Nolan trust to help others like Hollie.
Help Hollie introducing an event to raise awareness and money for their chosen charity (Anthony Nolan)
The website evolved dramatically, including the content and the look and feel - The site needed a Christmas feel and required an online booking system so volunteers can book their slot ready for the event. The event created by Hollie's parents involved a '24 hour spin bike ride'.
Volenteers would take turn to make sure the bikes wheels would move 24 hours non stop.
Volenteers would book online and take it in turn to have their go (30 minute slots) - and get sponsored along the way. Despite the early hour and late night slots unbelievably 2 bikes were fully booked in just over 24 hours (thats 96 slots/people)
At this point more bikes were then introduced!
The charity event raised a staggering £18,000 (and counting) for Anthony Nolan Trust, and also other events were created such as the 'Penybont to Paris bike ride' and a 'ball' to raise awareness. The amount is set to increase with the introduction of new events
I anticipate the legacy that Hollie and her parents had begun will continue for a very long time. Her family were an inspiration and was amazed by their huge driving force and people power to to really give Hollie a chance
I very much enjoyed working on this charity project for a local campaign, despite Hollie not being with us today, it was a great cause - and was a website project that I will never forget.