February 4 is World Cancer Day and Australia cancer charity, the Australia Cancer Research Foundation (ACRF) has been given something remarkable from M&C Saatchi.

At TheOne.CancerResearch website is an invitation to join The One to end cancer. People do that my adding their photo to the digital collage animation that is growing as new faces are added. It’s like a selfie for good.

And you can bet that will trigger donating. Both are done on the site.

M&C Saatchi executive creative director Ben Welsh remarked, “It’s not every day you get a brief to help end cancer. It’s humbling to have this opportunity to work with the ACRF and to bring their enormous vision to life. Our solution literally reflects the hopes of all Australians who want to defeat this killer disease.”

The hub went live on World Cancer Day to launch the campaign that includes campaign TV, outdoor, digital, press, cinema and social executions via BangPR.

The ACRF has also today launched the world’s first charity-driven Top-Level Domain (TLD), .CancerResearch. This is an all-inclusive online “funnel” for everything that is cancer research in the world.

ACRF chief executive officer, Professor Ian Brown, explained, “.CancerResearch is an internet domain with a collaborative vision. We have a long road ahead, but bringing the greatest minds and movements for cancer research together begins now.”

The domain will be developed by the ACRF in collaboration with Australian cancer scientists and research centres, providing authoritative information, awareness movements, research news and important messages of hope for both Australian and global communities, like the message of TheOne.CancerResearch campaign.

The following media organisations have given their assistance pro bono to spread The.One.CancerResearch message:

Commercial Radio Australia

Fairfax Media

Fairfax Radio

Foxtel

Hoyts Cinema

JC Decaux

Nine Network

Ooh! Media

Seven Network

Special Broadcasting Service (SBS).