Here’s a provocative thought: “Most of us complain about getting old. The grey hairs, the lines, and the wrinkles. But the truth is, growing old is actually a privilege. Something we should all be thankful for. Sadly, three children die from cancer every week in Australia. These kids don’t get the chance to find out what they want to do, or who they want to be.” It comes from Ant Hatton, founder of agency, Orphan.
The idea is the foundation of Orphan’s findraising campaign, Donate Your Age, for Children’s Cancer Institute. The campaign asks people to donate $1 for every year of life that they have been lucky enough to live, to help cure every child of cancer.
“Donate Your Age is not just about giving, it’s about gratitude. It’s about showing your appreciation, for every precious year of life that you’ve been given. If you’re 32, you can donate $32. If you’re 56, you can donate $56, and so on,” Hatton added.
The campaign is the first major fundraising campaign under Orphan’s brand platform, A life should be long, that was launched for Children’s Cancer Institute in September 2022.
Hans Berents, founder of Orphan, stated, “At Children’s Cancer Institute, their belief is that every child should outlive childhood. Through medical research, their aim is to provide safer treatments for children, so that one day, every single child will beat this disease and get the chance to grow up and grow old like the rest of us.
“In a crowded charity category, with so many important organisations reaching out for money, we wanted to
do something specific to the cause rather than a generic call for donations. Donate Your Age is a fresh take on fundraising, firmly rooted in empathy and gratitude, and could only be done for a children’s charity such as Children’s Cancer Institute.”
With tough times ahead, the campaign aims to get many more people, donating a smaller amount. With Donate Your Age, the younger you are, the less you are asked to give, so the hope is that the younger generation will get involved with the campaign and the cause too.
Heather Mcllfatrick, general manager, brand, communications & digital at CCI, added, “When we kicked off the A Life Should be Long concept with Orphan last year, we knew it had enormous potential and really resonated with our donors. Ant and Hans have found the perfect way of taking this concept to the next level through the unique Donate Your Age campaign.”
Donate Your Age will run until September 2023, and consists of TV, cinema, OOH, DM, print, digital, and social. If you would like to help find a cure for every child with cancer, Donate Your Age today @ccia.org.au.
Credits:
Creative Agency: Orphan
Client: Children’s Cancer Institute
Chief Marketing and Fundraising Officer: Anne Johnston
General Manager, Brand, Communications & Digital: Heather Mcllfatrick
Marketing Lead: Briony Doney
Head of Brand and Content: Paul Wiggins
Production Company: The Pool Collective
Director, DoP & Photographer: Ingvar Kenne
Alchemist: Cameron Gray
Production Manager: Zoe Izzard
Casting: Toni Higginbotham
Retouching: Cream
Post Production: ARC EDIT
Editor: Lucas Baynes
Colour Grade & Online: Dan Molony
Executive Producer: Daniel Fry
Sound & Music: Rumble Studios
Producer: Irene Kakopieros
Composer: Jeremy Richmond
Sound Designers: Tone Aston & Daniel Williams
Media: Zenith
Investment Director: James Chapman
Senior Digital Executive: Elizabeth Netting
