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.
Please login with linkedin to comment
In its first major brand campaign, Te Whānau O Waipareira celebrates Māori identity with a call for resilience and hope. According to the organisation, the ‘Proud To Be Māori’ campaign reflects the optimistic, passionate and aspirational spirit that guides the West Auckland urban Māori support network. Founded as an advocate for its people—those who came […]
Dentsu international’s digital and customer experience agency, Isobar, has won the Adobe 2021 Digital Experience Partner of the Year award. As Adobe’s most prestigious award, the Digital Experience Partner of the Year honours the companies that have made leading contributions to Adobe’s business and have had a significant impact on customer success. Steve Knowles, dentsu’s […]
Apple users would have been delighted with a bunch of new products announced overnight, including a new purple iPhone and the long-awaited AirTags. But the headline device was arguably the new iPad Pro, which is powered by Apple’s superpowerful M1 Chip that has been used previously to power new versions of MacBooks. To help launch […]
The AFR BOSS Best Places to Work awards honoured the agency as the best place to work in Australia’s media and marketing world. According to AFR, the awards are determined by two sets of criteria, a staff survey and a written submission. Mark Jarrett, PHD’s CEO (pictured), told AFR that their top placement was “a reflection […]
Woolworths has increased its stake in Quantium to take a majority stake in the data and analytics business. Announcing the move yesterday, Woolies said it had increased its shareholding from 47 per cent to 75 per cent with the purchase price of $233 million. Quantium’s founders and team members will retain the remaining 25 per […]
The federal government has dumped a widely condemned consent education video that compared sex to milkshakes and put a woman as the perpetrator, a day after publicly defending the video. The video formed part of ‘Respect Matters’, a new government campaign that aims to teach children about sexual consent through education resources for schools. The […]
The Big Ideas Store, Powered by Nine, will return for its fourth year on Tuesday 11th May – and this year, they’re taking attendees sky high! Taking over the panoramic 22nd floor of Nine’s brand new HQ at 1 Denison St North Sydney, The Big Ideas Store will offer two weeks of big thinkers, big ideas, and dig deep into the big issues challenging marketers right now. More than 8,000 people […]
To demonstrate the power of your voice with Alexa – Pompeii is the latest film in the “A voice is all you need” campaign via Droga5 London. The work shows how Alexa enabled devices can help you do almost anything with your voice and continues to playfully bring this to life by colliding two contrasting […]
A resolution was passed at Coca-Cola’s annual shareholder meeting, held online, calling on the brand to increase their transparency about the role of their products in fuelling health issues among people of colour. Coke, which is headquartered in Atlanta, Georgia, was also criticised for drawing back its initial support for voting rights. Nsé Ufot, Executive […]
Iconic fuel brand Ampol has returned to the nation’s roadside launching ‘Far and Wide’ a wide scale, integrated campaign that celebrates the distance Australians travel, great and small, day-in and day-out. Created by Saatchi & Saatchi Australia and iProspect, the campaign idea centres on Australia’s sheer vastness and how it’s part of our country’s identity […]
Klarna has announced the launch of CO2 insights for all shopping purchases as part of its one per cent pledge, involving the donation of $10 million to initiatives supporting planet health. The new feature aims to democratise access to unbiased climate impact information for consumers at no cost or judgement, as a first step to […]
Nine News came out on top last night with 1,034,000 viewers according to OzTAM’s metro data, as both Lego Masters and Masterchef saw reductions in viewership after their premieres. Lego Masters had a decrease of 56,000 after Monday’s premiere while Masterchef’s audience dropped by 88,000. The shows received 782,000 and 582,000 viewers respectively. Second in the ratings […]
In his latest guest post, B&T regular Robert Strohfeldt skewers marketers’ latest buzzword – purpose… I used to flick through the various newspapers cartoons each day – reckon it would be tough trying to create a cartoon each day, based on a major news story, that is both funny and insightful. Since the PC mob […]
MILO Cereal has launched its first major marketing campaign for its newly launched Protein cereal, via independent creative communications agency Connecting Plots. Building on MILO’s brand message of fuelling active kids, the new campaign platform, ‘Beast Mode – Activated’, evolves the master brand’s focus on team sports. This aims to celebrate how MILO Protein helps […]
Flight Centre has unveiled a new look and a global brand campaign that poses a tongue-in-cheek challenge to Aussie travellers. The launch also marks the brand’s first global campaign across Australia, New Zealand, the UK, Canada and South Africa, highlighting Flight Centre’s collective travel expertise. Created by Flight Centre Australia’s in-house creative team, ‘There’s Nowhere […]