National children’s cancer charity Camp Quality’s first advertising campaign in over a decade delves into its long-term tagline ‘laughter is the best medicine’ to highlight the mental and physical health benefits of fun and laughter for kids impacted by cancer.
The campaign features Camp Quality kids currently dealing with their own cancer diagnosis, or that of a sibling, across an OOH and social media campaign, generously supported by Half Dome and Dentsu Australia. The campaign is the first featuring Camp Quality’s refreshed brand, showcasing an inclusive new logo and visual identity for the organisation.
Three OOH ad creatives in shopping centres show how ‘laughter is the best medicine’ is true for kids at different stages of the cancer experience: in hospital, at school and on a camp. QR codes on each ad link to the actual child’s story and demonstrates how Camp Quality has changed their cancer story. For social media, a video shot with Camp Quality families overlays the proven scientific benefits of laughter, as kids and their parents have fun together.
Camp Quality CEO Deborah Thomas said the campaign highlights the lasting impact of positivity, fun and laugher for kids and their families facing cancer.
“Camp Quality has been giving kids a break from cancer and a healthy dose of fun for almost 40 years,” Thomas said. “We now know how important those experiences are, for physical and mental wellbeing in the short term, and for family reconnection and building a supportive community in the long-term. Connection, fun and laughter are the building blocks of positivity, leaving families fundamentally better off.”
Vanessa, mum of Bobby who was photographed for the campaign (hospital programs) while undergoing chemotherapy treatment said: “Camp Quality provides the opportunity for our family to be a family. We have a Family Camp booked and we are so looking forward to spending some quality time together. The best thing about Camp Quality is that the siblings are part of this journey with Bobby. They can all just be kids together, with their brother, in a safe and supportive environment.”
Camp Quality’s ad campaign is in shopping centres and on social media.
Credits
STRATEGY: Georgina Pownall & Eliza Mielczarek, Communicado
CREATIVE: Communicado & Dentsu Creative
PHOTOGRAPHER The Kitchen – Alexandrena Parker
EXECUTIVE PRODUCER The Kitchen – Shannon Stoddart
LINE PRODUCER C/- The Kitchen – Mark Gardiner
PRODUCTION ASSISTANT C/- The Kitchen – Madeleine de Wilde Barr
DIGITAL OPERATOR C/- The Kitchen – Hannah Smith
PHOTOGRAPHY ASST 1ST C/- The Kitchen – Diego
PHOTOGRAPHY ASST 1ST C/- The Kitchen – Simon Hardy
VIDEOGRAPHER Freelance – Oliver Rose
1st AC Freelance – Nathan Hockridge
HAIR & MAKE UP C/- The Kitchen – Desiree Wise
STYLIST C/- The Kitchen – Laura Bracken
NURSE Freelance – Judy King
