In 1974, three-year-old Anthony Nolan needed a bone marrow transplant. But no one in his family was a match, and there was no system in place to turn to.

To help people like her son, Anthony’s mom, Shirley, set up the world’s first register to match donors with people in need. Although not in time to save little Anthony, it was the start of hope and new life for thousands of people.

Today Anthony Nolan is the UK’s largest blood cancer charity, with over half a million potential donors ready to help. Their altruism provides that life-saving match for three people a day—over 1,200 people last year.

Anthony Nolan with his mom Shirley

It’s great news, but not nearly enough. Why?

Because in the UK, blood cancers cause more than 12,000 deaths per year, with a new case diagnosed every 20 minutes.

And the most important donor group—young men—is way underrepresented on the register.

It translates into a common problem: How do you engage a target audience who’s already got a gazillion things competing for their attention? How do you get your message through?

Jon Ware and Ed Reeve head the digital content team at Anthony Nolan. Together they tapped empathy and humor to develop a digital solution to lifesaving that every charity can afford.

How to wake up sleeping heroes

Do you know any males between the ages of 16-30?

How many of them wake up in the morning and think, “I wonder if my blood could save someone’s life today?”

This is the first challenge. Like any organization, charities need to promote their cause to be effective. Here’s Jon on the problem:

Like anywhere in the world, young men in the UK have lots going on. So Anthony Nolan needed to wake them up:

Cheeky fun that appeals to young men? Yup. Think sex, sports, and scandal, with some tech and gadgets thrown in for the nerds.

Just imagine finding the questions to answers like these:

How did they come up with their quiz questions?

Seriously—how did they convince a cancer charity to put out a quiz asking about Ancient Egyptian contraception, Napoleon getting attacked by rabbits, and the number of people killed in London’s 1891 beer flood?

Because they know that behind every donor is a human being. And human beings sometimes need a thunderclap to get them out of their seats.

Um, Jon, how are sex and scandal connected back to blood cancer?

Convinced? Doesn’t matter.

And all the better when you make it happen on a tight budget.

Saving lives on a shoestring

How did they pull all this together?

Ed was already using Typeform for various tasks—from internal polls and info gathering, to prototypes for complex UX journeys. But could it also work for a quiz?

To get it done, Jon and Ed split the duties. Jon did the research and wrote the questions—seven categories, six questions each.

Ed took care of the technical implementation. Technical? Actually it was pretty easy. Logic jumps tell respondents if their answer is correct or incorrect, then the calculator totals up the score up at the end.

The result? The Quiz That Saves Lives. Go ahead, fact yourself:

Did you notice the custom design? They told us that was easy too.

So, they had an engaging quiz aimed right at their target audience. Next step? Get it out through the right channels.

How does it get people interested in their cause?

And is it working? It’s still early, but Jon’s optimistic:

And Ed told us there’s more to come:

I asked Jon and Ed if they had any advice for others looking to create a quiz with Typeform:

If “mucking about” with Typeform can save lives, imagine what it can do with something much simpler—like event signups and lead generation.


How did Anthony Nolan do it?

Do you need a clever quiz to reach your target audience—to spark their interest, to generate some leads? Here are some things Jon and Ed did to put their quiz together. Or get started right away with these Typeform templates.

1) Customize your background to fit your brand

You can customized your typeform to match your brand, evoke emotions, or just to make it look sharp. Learn how to customize the look of your typeform.

2) Use Logic Jumps to customize the screens people see

Give respondents instant feedback on their quiz answers with Logic Jump.

3) Keep a running total of scores and costs with Calculator

Calculator lets you keep track of a quiz score, show the total score at the end, and classify respondents based on their scores. Find out all the things you can do with Calculator.

4) Remove Typeform branding to make it your own

Need your typeform to reflect your brand? No problem. Here’s how you can remove Typeform branding.

5) Customize the Thank You screen

Need a link at the end of a quiz to redirect someone to your cause? Then consider customizing the Thank You screen.