Featuring brave families who have let Australians in on the private, raw and unfiltered moments of diagnosis.
When someone is diagnosed with brain cancer, chances are they're told they won’t survive. And this moment of brain cancer diagnosis - and the shattering wave of realisation it unleashes - is the centrepiece of a new campaign for The Brain Cancer Centre to raise awareness of this little known deadly disease.
Each execution features families who have let Australians in on these private, raw and unfiltered moments of diagnosis. The hope? Sharing these private moments will create widespread attention and help generate research funding.
The 'Public Diagnosis' campaign was created by independent agency The Royals, leading a massive team including partners FINCH, Hatched Media and QMS as well as Oliver Grace and PXLCAT.
The work features the music track 'Can’t get you out of my head' made famous by Kylie Minogue.
The campaign launches with ‘Room of Tears’, a short film that captures the moment Amy Stephenson’s son Lachie was diagnosed with diffuse midlineglioma. He was 19. “The tears were streaking out of my eyes,” Amy recalls. “My world had just been torn apart.” Lachie’s response, “Jeez Mum, we could swim out of here in your tears”.
'Room of Tears' is part of the first phase of the year-long campaign that uses the power of making private moments public.
The Brain Cancer Centre’s CEO Sam McGuane said The Brain Cancer Centre has a groundbreaking collaborative research strategy with 16 research partners across the country.
"We have a plan that brings us towards our vision: that one day no lives are lost to brain cancer," said McGuane.
"We’ve got the best and brightest research minds, now we just need to back them.”
Andrew Siwka, managing partner of the Royals, said all the families featured in this campaign were incredible through the making of this.
"I hope the bravery they displayed in donating these moments ultimately translates into the vitally needed financial support," he said.
Throughout the year, the Public Diagnosis campaign will turn “donated” diagnosis moments from families into art and exhibition pieces as well as immersive digital experiences to amplify awareness of brain cancer.
Credits:
Client:
The Brain Cancer Centre
Agency:
The Royals
Production Partners:
Short Film, 90” and 60”
Production Company: FINCH
Director: Michael Hili
Executive Producer: Loren Bradley
Producer: Bryce Lintern
Casting: Peta Einberg
DP: Sean Ryan
Production Designer: Charles Davis
Art Director: Sam Lukins
Editor: Delaney Murphy
Colourist: Alina Bermingham
Post Production: Atticus
Sound Production & Composition: Kiah Gossner (Cover: Kylie Minogue - Can’t get you out of my head)
30” and 15” ads
Production Company: PXLCAT
Director: Hossein Khodabandehloo bin Abolfazl
Executive Producer: Joel Fenton
DOP: Rudi Siira
1st AC: Ari Gillespie
Gaffer: Fluid productions
Editor & Colourist: Marco Cornelius
Mixing Engineer: Ben Anthony
PA: Otto Crosby
Studio: Lithium Studios
Website:
Design & UX: Oliver Grace
Development: dnpg.com
Video Animation: Soma Studios
Media agency:
Hatched
QMS Media
