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Creative

Children Don’t Want to be Angels in Heart-Wrenching Spot for The Kids' Cancer Project

Campaign from Saatchi & Saatchi Sydney coincides with September Childhood Cancer Awareness Month

Children Don’t Want to be Angels in Heart-Wrenching Spot for The Kids' Cancer Project

The campaign highlights how every year almost a thousand children and young adolescents are diagnosed with cancer in Australia. 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.

Says Owen Finegan, CEO, The Kids’ Cancer Project: “Facing this disease takes strength and courage, but overcoming it requires constant scientific advancement. 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.”


Says Linda Fagan, head of marketing and community relations, The Kids’ Cancer Project: “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. We need people to realise that new research brings new hope for these kids.”

Says Rebecca Carrasco, executive creative director, Saatchi & Saatchi: “Sick children are children. They don’t want to go to hospital, suffer nausea, or live with fear. 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.”

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.

The Kids’ Cancer Project launches new integrated campaign via Saatchi & Saatchi, Sydney for children who don’t want to be angels The Kids’ Cancer Project launches new integrated campaign via Saatchi & Saatchi, Sydney for children who don’t want to be angels The Kids’ Cancer Project launches new integrated campaign via Saatchi & Saatchi, Sydney for children who don’t want to be angels The Kids’ Cancer Project launches new integrated campaign via Saatchi & Saatchi, Sydney for children who don’t want to be angels

Featured Companies: Photoplay Films

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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

Sound: Squeak E. Clean Studios

Photographer: Gary Heery

Producer: Matt Chee

Production Company: Chee Productions

Retouching: Cream Electric Art

Category: Healthcare and Wellness , Medical Research

Genre: People