‘Time to Live’.
A woman with a terminal cancer diagnosis has auctioned off pieces of her remaining time as part of an exhibition at Carriageworks in Sydney.
‘Time to Live’, the exhibition, saw members of the public pay for one-on-one interactions with Emily, a 31-year-old from Victoria with an average prognosis period of just six to nine months.
Each interaction was set against the backdrop of a giant projected timer, counting down each participant's 3-minute visit underscoring the emotional and psychological weight of living with, or being connected to someone with a terminal diagnosis.
In collaboration with Australian Cancer Research Foundation (ACRF), the exhibition marks the debut work for The Ministry for Communication & The Arts, the creative studio founded by former Droga5 New York creative directors and Hawke's Brewing co-founders, Nathan Lennon and David Gibson.
The Ministry for Communication & The Arts’ co-founder and creative partner David Gibson said we can never know the devastating reality that comes with facing a terminal cancer diagnosis unless we experience it ourselves.
“While we could never replicate its raw impact, we hope this initiative underscores an important message: by supporting ACRF, we can help fund the research that gives people the one thing they need most - more time,” he said.
As one of the leading causes of death in Australia, cancer claims 135 lives and results in 444 new diagnoses daily.
‘Time to Live’ underscores ACRF's mission to support research across all types of cancers, ensuring the most promising research across Australia receives the necessary funding.
ACRF's GM fundraising and marketing Carly Du Toit said the organisation has been funding only the most bold and innovative scientific research for 40 years.
“That which has the ability to change the meaning of cancer diagnoses for future generations. But there's still a long way to go,” she said.
“We hope this idea helps highlight the continued need to keep backing brilliant research that could give those impacted by cancer, like Emily and her loved ones, the most precious thing we all have - more time."
‘Time to Live’ is supported by an online film that peels back the curtain of some of the private, intimate moments between Emily and her visitors, including her husband Jason who she met only three weeks before her diagnosis.
The Ministry for Communication & The Arts’ co-founder and creative partner Nathan Lennon said this project embodies bravery on many levels.
“From Carly and ACRF's willingness to take a chance on this concept, before relentlessly pursuing it the whole way through; to the visitors, production team and site crew, who committed to being part of an experience that provoked the rawest of emotions in all of us,” he said.
“But above all, it's Emily's bravery that made this possible. ‘Time to Live’ is now part of her lasting, legacy, and we are profoundly grateful that she allowed us to be part of her journey.”
Credits:
Client: Australian Cancer Research Foundation CEO: Kerry Strydom
General Manager, Fundraising & Marketing: Carly Du Toit
Marketing & Communications Manager: Isabelle Gagnet
Marketing Coordinator: Rachael Murphy Designer: Sarah Holmes
Creative Agency: The Ministry for Communication & The Arts
Creative Partner: Nathan Lennon
Creative Partner: David Gibson
Managing Partner: Sophie Gibson
Production Director: Tony Prescott
Producer: Dinusha Ratnaweera
Camera Operator: Miller Best
Camera Operator: Max McLachlan
Camera Assistant: Molly Sutherland
Data Wrangler: Aiden Emery
Sound Recordist: Richard Teague
Sound Assistant: Sally Hitchings
Event Audio/Visual: DPLR
BTS Coverage: Nat Ma
Post Production Colourist: Myles Conti at Xenon-Post
Music Studio: Onyx
Music Composer: Darren Lim
Sound Design and Mix: Joe Mount
Stills Retoucher: Alex Reznick
PR Agency: Good PR
Senior PR & Events Manager: Nina Willoughby
