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B&T > Advertising > M&C Saatchi Launches New Campaign For World Cancer Day
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M&C Saatchi Launches New Campaign For World Cancer Day

Matt Porter
Published on: 4th February 2015 at 11:11 AM
Matt Porter
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Today is World Cancer Day and one of Australia’s leading cancer charities, the Australia Cancer Research Foundation (ACRF) has marked the occasion with the launch of a campaign via M&C Saatchi.

The campaign calls on all of us to come together to be The One to end cancer via an interactive hub TheOne.CancerResearch.

TheOne.CancerResearch uses the latest in digital and social technology to provide an interactive experience for all supporters of cancer research, compiling their many thousands of faces into ‘The One’ entity that will enable new treatments and cures for the deadly disease.

The hub goes live today in the campaign that also rolls out with TV, outdoor, digital, press, cinema, social and PR, via BangPR.


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

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, as exemplified by TheOne.CancerResearch campaign.

ACRF CEO, Professor Ian Brown said: “We have kick-started our launch with an incredible, community-based initiative – TheOne.CancerResearch. It has been developed through the support of M&C Saatchi and involves a powerful digital experience with the aim of mobilising our supporters in the fight against cancer.”

On the TLD, Brown said: “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.”

M&C Saatchi executive creative director Ben Welsh said “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.”

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Matt Porter
By Matt Porter
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Matt Porter is a seasoned communications specialist A vastly experienced New Zealand-born, New South Wales-based journalist and public relations strategist, Matt brings a broad skill set to the table. He cut his teeth in journalism 12 years ago working for a busy Fairfax-owned daily newspaper covering everything from health and welfare and criminal court to sport. Following a stint playing semi professional rugby in Ireland, he landed in Sydney to embark on a four-month contract as an online editor for the official website for the 2003 Rugby World. He then entered the world of magazines for a Sydney-based publisher rising to associate publisher on a suite of five business titles and then editor of flagship title, AdNews. In May 2010 Matt joined his wife's start-up communications business – TraceAbility and the world of PR. He made a rollicking start, landing one of Australia's largest and most successful advertising agencies - M&C Saatchi, as founding client. Matt has added two Sydney-based media companies to his client roster in addition to a number of freelance writing projects. He also secured a regular gig sub editing ACP Magazines' substantial rugby properties including all Rugby World Cup 2011 match-day programs and tournament guides plus 2011 Super 15 Waratahs' match-day programs.

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