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.
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..
- Gareth Bale - International Footballer (Real Madrid)
- Sam Warburton - Lions Captain
- Geraint Thomas -Olympic gold medalist<
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
- In Wales, between 12 June and 23 June, a 2,580% increase in online registrations.
- In terms of web visits, a 1,530% increase compared to the same period last year.
- In Cardiff between 12 June and 23 June, a 2,600% increase in online registrations.
- In terms of web visits in Cardiff, a 2,250% increase compared to the same period last year In the UK, between 12 June and 23 June, a 170% in online registrations compared to last year