Anthony Nolan Man on a Mission

British blood cancer charity Anthony Nolan has recruited comedian Hardeep Singh Kohli to encourage young men (18 to 30) to sign up to their register of potential stem cell donors. The charity uses their register to match potential donors with patients in desperate need of a lifesaving transplant. The campaign, online at, launches on 29th October in Birmingham and 12th November in London.

Anthony Nolan Man on a Mission - Hardeep Singh Kohli

Click on the image below to play the Man on a Mission video in YouTube

There are nearly 1,600 people in the UK with blood cancer who are waiting for a blood stem cell (or bone marrow) transplant – for many; this is their last chance of survival. Anthony Nolan is able to help two of these people every day thanks to the thousands of donors who have already signed up to the Anthony Nolan register. However, for every person they help, there’s another that they can’t find a match for. The Man on the Mission campaign aims to recruit more donors to the register, which will allow the charity to provide more matches, and help save more lives.

Anthony Nolan Man on a Mission banner

Hardeep is currently on tour with his one man show ‘The Nearly Naked Chef’ but will participate in a variety of public events to encourage young men and the general public to get involved and register to be donors.

“The uptake of donors from Britian’s ethnic groups isn’t nearly as high as it should be. I’ve lived and worked in Birmingham many times through the years and have a lot of love for the place. It’s a great place to start: genuinely cosmopolitan, it defines modern Britain.”

Hardeep Singh Kohli begins his mission in Birmingham, the second largest city in the UK, and one brimming with culture and diversity. For one week, he’ll be encouraging people to stand up for their community and help him hit his target of 1,000 more donors for the Anthony Nolan register. 1 man, 1 week, 1000 donors. He’ll be meeting patients in and around the Birmingham area, as well as dropping in to local community events and universities across the city. He will then travel on to London, this time to recruit 2000 potential donors to the register. In 2 weeks, and 2 cities, Hardeep Singh Kohli’s aim is to find 3000 potential donors.


The Man on a Mission campaign was developed at Albion, London.

Filed under: Anthony Nolan, Commercials