In its drive to raise funding to fight pancreatic cancer, The Pancare Foundation is set to launch a new campaign via DPR&Co Melbourne.
The “Unfashionable Cancer” campaign is based on hard-hitting and uncomfortable truths around pancreatic cancer.
Pancare Foundation CEO Angelia Dixon said that the campaign was vital, given the vastly unknown, and shocking realities of pancreatic cancer.
“Survival rates for many major cancers have improved dramatically in recent years, but pancreatic cancer survival rates haven’t changed significantly in over four decades,” Dixon said.
“Just seven per cent of patients survive to five years. It’s the fifth highest cancer killer in Australia and by 2030 it’s expected to be the second highest cause of death by cancer.”
Richard Ralphsmith, DPR&Co founder and ECD said that in spite of these dire statistics, almost nobody is talking about pancreatic cancer.
“Pancreatic cancer has no field of women, no ice bucket challenges, no “mo bros” – and the Pancare Foundation receives zero government funding. All of this led to the brand positioning of The Unfashionable Cancer,” Ralphsmith said.
The campaign was produced with the generous support of production company Horizon Films, PR agency PRX and sound house Bang Bang studios.
Entertainment reporter Nelson Aspen from Channel 7’s Sunrise fronts the campaign, delivering a series of “Hot or Not” segments on the latest trends. No prizes for guessing which side of the ledger pancreatic cancer falls. Mr Aspen has also generously taken on the role of International Ambassador for Pancare.
The campaign will launch with online video, TV and PR, from November 22.
Agency: DPR&Co Melbourne
Founder and Agency Principal: Phil Huzzard
Founder and ECD: Richard Ralphsmith
Art Director: Laurence Punshon
Art Director :Tassy Kontogiannis
Writer: Michael Harris
Writer: Chris Taylor
Production: Horizon Films
Principal: David Pulbrook
Editor: Alex Clutterbuck
Public Relations: Public Relations Exchange
Consultant: James Aanensen
Sound: Bang Bang Studios
Sound Engineer and VO: Stephen Renfree.