LONDON — Blood cancer charity Anthony Nolan has hired Tin Man to build awareness and help to increase the number of people registering as stem cell donors.

In its first campaign for the charity, Tin Man has partnered with photographer Rankin to create a campaign entitled ‘The Silent Thank You’.

A two-minute film and still images capture six people (including Anie, pictured) who are seen struggling to adequately thank those who have saved their lives with stem cell transplants.

Tin Man founder Mandy Sharp said: “Anthony Nolan is a fantastic charity carrying out truly lifesaving work every day. Our agency mantra of ‘communications with heart’ was never more prominent than when tackling this brief.

"We are humbled by and proud of the powerful and emotive content that has been created thanks to the involvement of our inspiring donor recipients and Rankin. We hope it will encourage more registrations and help bring the amazing work the charity does to life.”

Anthony Nolan chief executive Henny Braund added: “For someone with blood cancer, a stem cell transplant could be their last chance of survival, and every day five people start their search for a matching stranger. We want to give every family the opportunity to say thank you. But, as this emotional campaign shows, without support, lives can’t be saved.”