Kitchen Talk.
Anthony Nolan wanted to increase the stem cell registration among black people aged 18-30.
Cultural differences, misinformation, and discriminatory practices has lead to a lack of trust in the medical industry amongst black communities.
My solution was to create a podcast that addresses black issues within the health sector and allows for an open and honest conversation between Anthony Nolan and the black community.
Why Kitchen Talk?
For many black communities, serious conversations happen over food. The kitchen is the epicentre of the family home, and has become a familiar setting for our most vulnerable and private conversations.
We wanted to use this as the backdrop for these important conversations, building our podcast set to mimic a kitchen table filled with food, where hosts and guests can feel comfortable voicing their concerns and questions.
The Breakdown
The podcast hosts would include a black doctor, an Anthony Nolan representative, and a new black influencer every episode. The topics focus on various medical concerns within the black community, including data privacy, religion, and sickle cell disease.
At the end of every episode there would be a call for new participants to join the Anthony Nolan stem cell registry.
Though this pitch did not win the client, a very similar campaign by NHS blood cancer came out a year and a half later. See here: https://www.organdonation.nhs.uk/talk-to-your-loved-ones/cooking-up-a-conversation/