Centred around a little boy’s family, honing into each member’s personal struggle.
Independent creative agency SLIK. in partnership with award-winning director Josh Whiteman and Agnes Media, has created a brand awareness campaign for cancer charity Redkite.
Redkite is a national charity that helps families, friends and communities affected by childhood cancer, with mental health, financial and practical support.
Built around the insight that family members fight their own emotional, financial and relationship battles when their child gets cancer, SLIK created a new brand campaign, ‘Childhood cancer affects everyone’, to demonstrate just how much impact children having cancer can have on the people around them.
The campaign is centred around a little boy’s family, honing into each member’s personal struggle of coping with finances, ‘holding it together’, loneliness and more.
Kate Levy, general manager of marketing and communications at Redkite: “When a child is diagnosed with cancer, focus goes to the child’s ‘medical survival’ and so there is little focus on the ‘family’s survival’.
"This can have long-term impacts on mental health and wellbeing across the entire family. In this campaign, we wanted to say to every mum, dad, diagnosed child, sibling and grandparent that we see you and we’re here for you.
"SLIK, Josh, Agnes Media and all the amazing people who have freely given their expertise for this campaign have beautifully brought to life the everyday struggles that families have in the face of a child’s cancer.”
SLIK creative director Alex Schieder: “After reading through comments from affected family members that Redkite had collected over the years, we knew the story was lying right in front of us.
"Their thoughts and feelings are sad and often shocking, but are extremely powerful in helping others understand their experience. Our TVC captures those heartfelt moments and shows how every family member is affected by childhood cancer. We then used OOH and digital to focus on each family member’s unique thoughts and struggles to create cut-through and build awareness for Redkite.”
Director Josh Whiteman: “I’m in awe of the incredible work Redkite do and am honoured to be involved in this new campaign. Working with the brilliant creative team at SLIK, our focus from the beginning has been on the simplest expression of how cancer affects children and those around them. Using the words of real Redkite families, we’ve hopefully conveyed the genuine support and sense of hope that Redkite brings.”
The nation-wide campaign features TVC and radio, supported by OOH, digital display and social media managed by Agnes Media.
Credits
Redkite
CEO: Monique Keighery
General Manager of Marketing and Communications: Kate Levy
Social Worker: Anne-Mette Jensen
SLIK
Creative Director: Alex Schieder
Executive Producer: Kyle Blandshard
Senior Copywriter: Sophia East
Production
Director: Josh Whiteman
Executive Producer: Jason Byrne
Photography
Michael Corridore from Photoplay
Sound
Noise International
Media
Agnes Media
