The campaign launches in time for Childhood Cancer Awareness Month.
The Kids’ Cancer Project has launched ‘I Don’t Want To Be An Angel’ to pay tribute to the defiant spirit of children and young adolescents with cancer.
The campaign aims to rally Australians to get behind the urgent need to find better ways of treating the disease, in time for Childhood Cancer Awareness Month.
“Facing this disease takes strength and courage, but overcoming it requires constant scientific advancement," The Kids’ Cancer Project CEO Owen Finegan says.
"Our job is to fund and enable scientists to discover the best research to give these kids better chances of survival and improved long-term outcomes.”
Developed in partnership with Saatchi & Saatchi Sydney, the campaign highlights how every year almost a thousand children and young adolescents are diagnosed with cancer in Australia.
“Sick children are children. They don’t want to go to hospital, suffer nausea, or live with fear," Saatchi & Saatchi executive creative director Rebecca Carrasco says.
"They may have no choice but to undergo unpleasant treatment, but they certainly don’t want to be angels. This idea is about keeping that defiant spirit alive.”
By focusing on science, solutions and survival, The Kids’ Cancer Project exists to improve the outcomes for these children, via much needed advances in medical research.
“We needed a campaign that could shake-up the apparent apathy around backing science as the solution to childhood cancer, while also showing the strength it takes to live with this disease," The Kids’ Cancer Project head of marketing and community relations Linda Fagan says.
"We need people to realise that new research brings new hope for these kids.”
The campaign includes television, print, digital and social, and has launched to coincide with September Childhood Cancer Awareness Month, with the aim of driving donations to help sick kids get in front of cancer.
Client: The Kids’ Cancer Project
CEO: Owen Finegan
Head of Marketing and Community Relations: Linda Fagan
Creative Agency: Saatchi & Saatchi Sydney
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Rebecca Carrasco
Creative Director: Piero Ruzzene & Flavio Fonseca
Head of Broadcast: Renata Barbosa
Integrated Producer: Simon Davis
Planning Director: Peter Pippen
Group Account Director: Libby Weston-Webb
Account Executive: Jamie Fairfield
Production Company: Playtime
Director: Stef Smith
Producer: Tom Slater
Post Production: The Editors
Photographer: Gary Heery
Producer: Matt Chee
Production Company: Chee Productions
Retouching: Cream Electric Art