As the McGrath Foundation celebrates its 10th anniversary, its very first television commercial turns the spotlight on the role of Breast Care Nurses.
The campaign, by DDB, is a surprising twist on traditional charity ads; showcasing that cancer isn't always about losing someone, it can be about gaining someone. A McGrath Breast Care Nurse.
It marks the first time the McGrath Foundation has used television as a medium.
DDB's Nick Cleeve said: "This campaign was driven by the need to bring to life the highly personal relationship a McGrath Breast Care Nurse has with their patient. While an oncologist takes care of the cancer, a breast care nurse takes care of the person and their family and is critical in supporting them emotionally, psychologically and physically throughout their entire breast cancer experience.
“Above all we wanted to demonstrate the positive impact a breast care nurse has, so instead of being sombre or sad the campaign is about hope and optimism. It’s about gain, not loss and ultimately about empowering Australians to donate to provide more families with access to this critical service."
The campaign will run across TV, radio, digital media, social media, OOH and press. Media support has been negotiated by Havas Media and donated by InLink, Mamamia, QMS, NewsCorp, AdShel, Val Morgan, Nine Network, PedestrianTV, Pandora, Yahoo!7, Seven West Media, Macquarie Radio, Westfield and Foxtel.
McGrath Foundation CEO Petra Buchanan said, “In our tenth anniversary year we are putting the focus firmly on our wonderful McGrath Breast Care Nurses and the free support they provide families across Australia.
“This year we set a goal to increase the number of our nurses to 110 to help an additional 10,000 families through breast cancer – which will cost $14m per year. To provide this level of support it’s critical we raise more funds. By highlighting the unique and essential support breast care nurses provide we hope to encourage much needed donations.”