A child with cancer working as a cancer scientist is an arresting visual idea loaded with emotional content. Agency, Orphan, realised it needed to step outside the usual in its campaign for the Children’s Cancer Institute.
The campaign message is that Australia’s 1,000 children diagnosed with cancer every year can’t find a cure by themselves. Their lives depend on research, and research depends on donations. That message is house in the campaign line., They need our help. We need yours.
Orphan founder, Ant Hatton, commented,“The task for Orphan was to create an end of financial year tax campaign that brought together the three pillars of Children’s Cancer Institute – the children, the research, and the donors (the Australian public). They need our help. We need yours highlights the importance of both medical research and the public’s donations that help fund it.”
Back in September 2022, Orphan created a new brand platform for Children’s Cancer Institute titled, A life should be long. This new campaign is the latest execution and follows on from the hugely successful, Donate your age initiative from 2023.
Heather Mcilfatrick, general manager – brand, communications and digital, at Children’s Cancer Institute, stated, “Research is crucial to pioneer safe and effective treatments for every child with cancer. Orphan has, once again, hit the mark with a campaign that combines both love and science and lets you know exactly what you need to do and why. Children deserve to grow up and grow old but only research can change outcomes.”
They need our help. We need yours will run until the end of June this year and consist of TV, cinema, OOH, DM, print, digital and social.
Credits:
Client: Children’s Cancer Institute
Chief Marketing and Fundraising Officer: Anne Johnston
General Manager, Brand, Communications & Digital: Heather Mcilfatrick
Head of Brand & Content: Paul Wiggins
Creative Agency: Orphan
Production Company: Revolver
Directing Collective: Glue Society
Director: Paul Bruty
DOP: Jay Torta
Managing Director & Co-Owner: Michael Ritchie
Executive Producer & Partner: Pip Smart
Producers: Jasmin Helliar & Lily Warland
Post-Production: The Glue Society Studios
Editor: Luke Crethar
Online: Eugene Richards
Colourist: Martin Greer
Sound: Rumble Studios
Executive Producer: Michael Gie
Owner & Creative Director: Tone Aston
Sound Design: Daniel William, Sean Wilkinson
Composer: Alex Booker
Photographer: Toby Burrows
Retoucher: Giles Davies
Media: Zenith
