Cancer Council NSW launched a Christmas Appeal campaign to encourage donations that will help fund more life-saving cancer research.
Devised by Spark Foundry Australia, the campaign focuses on children’s natural curiosity, often asking the question “why”.
Spark Foundry Australia creative lead, Paul Bosiger, said while there is no shame in adults not always having the answers, not knowing why children are still dying from cancer is not acceptable.
Watch the campaign TVC below:
Bosiger said: “Asking the question ‘why’ enabled us to highlight the unacceptable truth that we don’t have the answer.
“By putting the viewer in the impossible position parents are having to endure, we’re hoping to drive an emotional reaction to a very real problem.”
He added: “It also allows us to bring those affected into the conversation and underlines the importance for research aided by the tagline ‘No donation. No cure’, which leaves no confusion on the action required.”
Running until the end of December, the Christmas Appeal campaign will be digitally led, supported by direct mail and TV.
Cancer Council NSW direct marketing unit manager, Joshua McNeil said: “The Christmas Appeal is an important event in the Cancer Council NSW calendar.
“As a community-funded organisation, it is vital as it enables us to continue our life-saving cancer research.
“This year, we have chosen to highlight that cancer does not discriminate – it can impact anyone, anywhere.”
McNeil adde: “In fact, childhood cancer kills more children than any other disease in Australia and there is currently no known way to prevent it.
“We’re grateful to Spark Foundry Australia for helping us visualise this and demonstrate the need for donations to fund research and, ultimately, save more lives.”
Across Australia, it is estimated that 804 children aged 0-14 years will be diagnosed with cancer this year, with around 101 deaths expected.
There are no known strategies to prevent cancer in children, so the incidence rates continue in line with population growth.
Unlike many adult cancers, childhood cancer is not associated with lifestyle and we do not know how to prevent it.
We need more research into every aspect of childhood cancer.
Cancer Council NSW is Australia’s leading cancer charity and is the only organisation that works across every area of every cancer.
The charity conducts and funds world-class research that underpins its work across the cancer journey, supporting people as they navigate their journey with cancer, and advocating to ensure that governments take action on cancer.
Client – Cancer Council NSW
Joshua McNeil, Direct Marketing Unit Manager
Cara Morrison, Marketing Manager – Loyalty
Christine Champion, Loyalty Specialist
Vanessa Szczesny, Marketing Coordinator – Loyalty
Grace Langford, Marketing Coordinator – Loyalty
Media & Creative Agency – Spark Foundry
Paul Bosiger, Creative Lead
Olia Krivtchoun, Head of CX
Josef Charlesworth, CX Director
Lia Robinson, Client Director
Lydia Kiternas, Client Planner
Caitlin O’Malley, Associate Director, Social Content
Gabby Silverstone, Senior Performance Executive
Lillian Teoh, Senior Performance Executive
Production – Chisel