Credit: Children's Cancer Foundation
Australia's advertising industry has donated more than $2 million in pro bono media support to Children's Cancer Foundation's national campaign, Don't Treat Kids Like Adults.
Now in its second year, the campaign was developed pro bono by independent creative agency Cummins & Partners, with Starcom securing donated media placements across out-of-home, radio, digital and television.
Margaret Fitzherbert, CEO of Children's Cancer Foundation, said industry support was helping the charity reach more Australians.
"The generosity shown by our creative, media and media owner partners has been extraordinary,” she said.
“Every donated placement helps us reach more Australians with an important message, while ensuring more of our fundraising can go directly towards supporting children with cancer and their families.
"This campaign exists because an incredible group of organisations has chosen to donate their talent, expertise and media inventory to help shine a light on the unique needs of children facing cancer. We are incredibly grateful."
The campaign highlights that children with cancer cannot be treated like adults. Many children still receive toxic treatments developed for adults, leaving about 80% of survivors with long-term or lifelong health complications.
Don't Treat Kids Like Adults is calling on Australians to fund research into child-specific treatments that are more effective, less toxic and designed for growing bodies.
The campaign launched nationally in late June and is appearing across outdoor locations, retail centres, radio networks, digital platforms and television.
Media partners supporting the campaign include oOh!media, Scentre Group, Civic Outdoor, Cartology, Val Morgan Outdoor, QMS, JCDecaux, ARN, Nova Entertainment, ATN, TAPT Media, Meta, Reddit, JOLT, Amazon Ads, GumGum, REA, Mamamia, NewsCorp, BOFB and Australia's major free-to-air television networks, with more partners expected to join.
Sean Cummins, founder and executive creative director of Cummins & Partners, said the campaign reflects the industry's ability to create work with genuine social impact.
"When the right people come together behind an important cause, creativity becomes far more than advertising, it becomes a powerful force for awareness and change. We're proud to once again support Children's Cancer Foundation with a campaign that we hope encourages Australians to see childhood cancer through a different lens,” he said.
Marcus Morris, business partner at Starcom Australia, said the campaign shows the strength of relationships across Australia's media landscape.
"The response from media owners and partners has been remarkable,” he said.
“The willingness of so many organisations to donate inventory and support this campaign speaks volumes about the industry's generosity and its desire to use media for good.
“Together we've been able to deliver a campaign with national reach that simply wouldn't have been possible otherwise."
The campaign will continue rolling out nationally over coming weeks, with additional media support expected to increase the total value of donated inventory.
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