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.
