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Brief

Young men (age 16-18) are underrepresented and make up only 14% of the Anthony Nolan stem cell register, but provide over half of all donations. During this age range, due to hormonal changes, boys may exhibit less effort in academics and responsibilities, and more tendency to seek relaxation. Parents often disapprove of their relaxation habits, making guilt-free laziness a strong incentive. Young men prefer to relax, avoid responsibilities, and stay in bed when they can, disengaging from obligations by watching TV and gaming. They tend to feel frustrated when parents interrupt their downtime. They are more motivated by reward

Insight

By donating to Anthony Nolan 16-18 year old boys can be lazy, guilt-free while doing something good and saving lives. They earn the “Get Out of Jail Free” card - permission to rest, relax, and avoid responsibilities 

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Winning Pitch Presentation

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