When a child is lost to cancer, all of their hopes and dreams are lost too.
Independent creative agency Orphan has launched a brand campaign for Children’s Cancer Institute.
‘A Life Should Be Long’ focuses on the fact that when a child is lost to cancer, all of their hopes and dreams for the future are lost too.
The campaign encourages the public to donate and help find a cure, so that more children who are battling cancer, get the chance to live a life that is long and full of possibilities.
Hans Berents, Orphan founder, said: “Sadly, cancer cuts life short for hundreds of children in Australia every year, before they’ve even had a chance to make their mark on the world. We have seen first-hand the devastation of childhood cancer, and the huge hole left in the life of a family, who lost their child to this cruel disease.
"Our aim with the campaign is to inspire support and positivity, rather than evoking fear and hopelessness. ‘A life should be long’ brings to life the hopes, the dreams and also the potential that survives, when a child survives cancer. We hope we have created something that is persuasive. Something that encourages people to dig deep and help fund vital research."
Anne Johnston chief marketing & fundraising officer, Children’s Cancer Institute said: “Orphan have been an exceptional partner for this campaign, they have brought our brand proposition to life in such a compelling way we have no doubt this campaign will attract new supporters and generate significant funds to help us cure all kids of cancer.
"The team’s commitment to every single detail for this campaign from initial concept, translation into all assets and distribution through all channels has been extraordinary – every now and again in life you meet superheroes, Orphan are our superheroes.”
The ‘A Life Should be Long’ campaign launched at the beginning of September, Childhood Cancer Awareness month, and will run into 2023 across TV, radio, print, OOH, and social media.
