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The African Caribbean Leukaemia Trust (ACLT): Unlucky, The same, How many

July 22, 2010 at 12:23 · Filed under Print

“If you’re unlucky enough to get leukaemia, we hope you’re lucky enough to be white.
Unite to fight leukaemia.
aclt.org”

“We’re all the same underneatch aren’t we? Not when it comes to leukaemia.
Unite to fight leukaemia.
aclt.org”

“How many leukaemia patients die because they’re black?
Unite to fight leukaemia.
aclt.org”

Advertising Agency: AMV BBDO, London, United Kingdom
Creative Directors: Mike Hannett, Dave Buchanan
Art Director: Pete Davies
Copywriter: Adam Rimmer
Designer: Neil Craddock


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g said,

July 24, 2010 @ 17:06

the message is incredible strong, my congratulations guys

keai said,

July 25, 2010 @ 12:18

powerful, great work

Pier Johnson said,

July 26, 2010 @ 15:37

Hard hitting ad and really hope more people now understand how important it is to become a bone marrow donor. Well done on this ad ACLT … hope the journey now goes from strength to strength

Beverley Lewis said,

July 26, 2010 @ 15:46

This is what’s needed to get the Black Community to sign up and be life savers. Come on people!!

Ashleigh said,

July 26, 2010 @ 15:50

This ad is very hard hitting, definitley a wake up call. The truth is right infront of your eyes something that cant be ignored. I think it will get the reader thinking!

Alexander Amosu said,

July 26, 2010 @ 15:50

Powerful, strong and to the point!

Simone Byer said,

July 26, 2010 @ 16:26

I think this ad is amazing, and speaks volumes.
Ads like these saves lives, and overcomes adveristy!

LS said,

July 26, 2010 @ 17:39

very hard hitting and straight to the point, such an important issue

Adele said,

July 26, 2010 @ 22:13

These adverts are extremely powerful and effective, they are eye catching and the words of]n the adverts are strong yet effective they get the point across and gives people something to think about, lets hope this encourages people to sign up and save lives!

Paulette S said,

July 26, 2010 @ 22:13

Wow! Hits you right between the eyes – FULL ON!!! Lets hope that this POSITIVE message created FOR US BY US gets all those BACK stragglers to come to the FRONT

Cheryl Levy said,

July 26, 2010 @ 22:53

Strong and straight to the point. Let’s keep up the momentum.

S Walker said,

July 27, 2010 @ 00:47

Fierce and Powerful, nice mix of messages. It’ll definitely get people talking and hopefully walking to register.

Carmen S said,

July 27, 2010 @ 00:48

Very powerful & thought provoking.

How can anyone not stop & take notice when they see this ad.

Janet Ironss said,

July 27, 2010 @ 09:58

I love the messages I think that they are hard hitting but in my opinion the illustrated graphics are not as strong as the message that they are delivering. I find myself drawn towards the poster with the life image more. Perhaps I am the type of person who responds more to life images in advertising. Nevertheless I love the fact that the charity is pushing the boundaries to deliver our message. :-0

Caroline Neita said,

July 27, 2010 @ 12:23

Crystal clear and hard hitting. Advertsing at its strongest.
It also clarifies the underlyong problem so many people do not realise.
Another achievement for ACLT to be proud of!

Sherelle said,

July 27, 2010 @ 12:33

Love the artwork and packed with the necessary info. Great!

Laura Igiehon said,

July 27, 2010 @ 12:34

Really strong and clear ads.

They symbolise a very bold move forward for the charity and bold is definitely the way forward when it comes to attracting VIPs in the fight against Leukaemia!

You cannot ignore the over-riding message and I think these will attract the attention of a new, wider audience.

A fresh and strong leap forward for the ACLT who never tire in their mission to save lives!

Jendayi Pennie said,

July 27, 2010 @ 14:30

A very strong, bold, clever and eyecathing ad.

I think this is an ad needed to shakeup the community on the reality of what is going on regarding leukaemia in the black community.

Tony Cox said,

July 27, 2010 @ 15:34

This range of adverts are the hardest hitting adverts to be seen in UK press in my eyes. I don’t recall a more powerful message to the black community. They are very clear in indicating the plight of sufferers within the Black community who have forms of leukaemia.

I do hope that they will hit home with readers who browse the pages these adverts are in, as they are clear and concise messages. I hope there is a positive response to them as the charity is definately one that can benefit society as a whole in a number of ways.

Brenda Emmanus said,

July 27, 2010 @ 16:54

I have always admired the ACLT for their drive and resilience and these adverts are reflective of what a progressive team they really are. They are undoubtedly an awesome way forward in terms of getting the message across to the black and mainstream community. Hopefully the fact that they are so powerful will help to seap the message into the conscience of those who have yet to realise the seriousness of the situation. I salute you for your originality………and for stepping outside the box.

AH said,

July 27, 2010 @ 17:07

This is a brilliant ad, congratulations ACLT more Black people must give blood.

Stuart said,

July 27, 2010 @ 17:12

hope to see these around. Great respect for ACLT.

Danny John-Jules said,

July 27, 2010 @ 17:18

Told like it really is. We should be doing this more often as a UNITED community.

Jen Murray said,

July 27, 2010 @ 17:25

If this campaign doesn’t do it then I don’t know what would. It tells it like it is and would be hard to ignore. Well done ACLT for a brilliant series of ads.

Tokunbo Koiki said,

July 27, 2010 @ 17:43

Very powerful and hardhitting and unfortunately the reality for Black Leuakeamia sufferers!

melissa Smith said,

July 27, 2010 @ 19:06

It’s definitely a hard hitting message! It’s something that people cannot ignore and speaks volumes.

Deborah McNally said,

July 27, 2010 @ 19:21

The first and third message are the strongest for me. They are straight to the point, engages the reader/viewer immediately and makes me want to find out more. It would be extremely hard to ignore an advert like this, and as the message is so clear, I’d would imagine it would penetrate a wider more mainstream audience because of its deadly simplicity.

Red & Black colours are really striking & stand out, as I associate Red with blood/danger/stop/pay attention and Black with strength, strong.

Really hope this campaign works in getting people to act, well done ACLT & AMVBBDO. Love it. Where/How can we help in spreading this message/ad campaign?

(AMVBBDO did an amazing campaign on the Kiss launch back in 1990, so fingers crossed, an even bigger impact will be made with this important campaign)

Sarah Thompson said,

July 27, 2010 @ 19:33

Speaking as someone who personally faced those scary odds four years ago when I needed a bone marrow transplant, I think the adds are perfect.

Not only do the ACLT work tirelessly to save the lives of people like me but they also have a unique understanding of the black community & how to galvanise their support.

I really hope these adds get the impact they deserve.

roisin kelly said,

July 27, 2010 @ 20:12

this is a prime example of a succesful campaign to raise awareness and bring it home to people just how importatn it is to register on both the bone marrow and blood registers!!
what other way could possibly be used to grasp the eyes of the black and mixed race community?!?
well odne ACLT, we all support you,

rip mr p.dot

Verna said,

July 27, 2010 @ 20:27

Strong words and images. This should start a debate within the BME community as to why the ACLT have to go to this length to get their attention
I feel this is a challenge to the Black, Mix-Race and Asian community. These community need to step up and be counted, why wait until its someone you know. Much appreciation to AMV/ACLT for spreading these strong messages. Come on BME Community, let show we can work together to save live

Maxine Smith (nee McCalla) said,

July 27, 2010 @ 23:48

Knowing the ongoing issues within the Black community in the UK when it comes to giving it up for donor participation, I simply cannot understand why we remain so backward in coming forward for these causes that can effect any one of us or ours! Still, it is what it is so when I see advertising campaigns such as these it warms my heart to know someone understands and can get the message so right! Rock on ACLT, this is a great campaign “hard-hitting, relevant, appropriate and warranted”. 100% support in all that you have done, are doing and continue to do.

Gracelyn Antoine-Miller said,

July 28, 2010 @ 14:44

Very powerful and straight to the point. I hope that this advert will make the Black & Ethnic Community take note and put themselves forward as donors. Keep up the good work.

Gary said,

July 28, 2010 @ 15:29

Striking……. The largest corporates should put these in thier staff magazines. These need to go to a new audience.

Whitney said,

July 28, 2010 @ 17:07

These ads are very direct, definetely something to get tongues wagging which is exactly what the campaign needs. There need to be more ads like this out there.

Toyin Alase said,

July 30, 2010 @ 02:19

I feel this message has pin pointed and hammered on the real issues, leukaemia is out there and it is affecting the ethnic minority community “black afro Caribbean’s” the most and we need to stop waiting for the situation to hit close to home and allow it to become one of our family members or friends that become unlucky, we need to take a stand and take control of the issues concerning our communities so attempt to better the chances for the race as a whole, the adverts message is clear,

now we just need to step forward and be accountable.

God Bless x
Toyz

Spencer said,

July 30, 2010 @ 08:03

Eye catching and to the point. Well done

Ronnie Cxx said,

July 31, 2010 @ 18:01

Yet another hard hitting, to the point advertisement, straight to the point -straight to the truth… Let’s get these ads up onto Billboards and posted in shopping malls and on the national Transport systems.

ANOTHER PLANET!

Jessica Huie said,

August 1, 2010 @ 00:18

Powerful and informative, these are well thought out and to the point. The first image is particularly effective as if you dont know the answer, the ad prompts the question of why?
I think these will be a brilliant tool in raising awareness around this massive issue, and most importanty won’t be preaching to the converted.

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