Anthony Nolan has updated its branding to better appeal to young people, in particular young global majority men.

The stem cell transplant charity has made the move to “connect with a wide range of people” including 16-24 years, who it wants to “encourage to join its stem cell register”.

The new branding features a DNA double helix and updating its “saving the lives of people with blood cancer" strapline to “saving lives through stem cells”.

“This reflects the amazing ways stem cells can help even more patients through cutting-edge research,” said the charity, which deployed creative studio forpeople to help develop its brand strategy and visual identity.

Also used was creative agency Weirdo, to develop a “pared back youth brand to get cut through with your people”.

Young men from global majority backgrounds are a particular target, said the charity, which adds that young men are underrepresented on the stem cell register, making up 16% of potential donors, despite accounting for more than half of people called on to donate.

“There is also a pressing need to recruit more people from diverse backgrounds to the register, to help more patients from minority ethnic backgrounds find the lifesaving matches they need,” said Anthony Nolan.

“Our new look and feel unites people and science and will help us transform the future for more stem cell transplant patients,” said Anthony Nolan director of marketing Laura Morrissey.

“With research into new cell therapies and improved treatments offering real hope that more people will have a second chance of life, and a better chance of thriving beyond treatment, our updated brand reflects the ambition of our work and the audiences we need to inspire to achieve it.”

Founder of agency Weirdo Louis Persent added: “It’s vital Anthony Nolan inspires a new generation to join its register. Building on Anthony Nolan’s youth research we wanted our work to help the charity bridge into cultural spaces and conversations young people actually care about.”

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