Cancer Council NSW has launched its Christmas Appeal campaign to encourage donations that will help fund more life-saving cancer research.
Created by Spark Foundry Australia, the campaign focuses on children’s natural curiosity, often asking the question “why”.
Spark Foundry Australia creative lead, Paul Bosiger, says while there is no shame in adults not always having the answers, not knowing why children are still dying from cancer is not acceptable.
“Asking the question ‘why’ enabled us to highlight the unacceptable truth that we don’t have the answer. By putting the viewer in the impossible position parents are having to endure, we’re hoping to drive an emotional reaction to a very real problem,” Bosiger says.
“It also allows us to bring those affected into the conversation and underlines the importance for research aided by the tagline ‘No donation. No cure’, which leaves no confusion on the action required.”
Running until the end of December, the Christmas Appeal campaign will be digitally led, supported by direct mail and TV. It is also the first major campaign for the agency, since winning the account this year.
Spark Foundry handled both the media planning and buying, as well as the creative for the campaign.
Across Australia, it is estimated that 804 children aged 0-14 years will be diagnosed with cancer this year, with around 101 deaths expected. There are no known strategies to prevent cancer in children, so the incidence rates continue in line with population growth.
Unlike many adult cancers, childhood cancer is not associated with lifestyle and we do not know how to prevent it. We need more research into every aspect of childhood cancer.
“This year, we have chosen to highlight that cancer does not discriminate – it can impact anyone, anywhere. In fact, childhood cancer kills more children than any other disease in Australia and there is currently no known way to prevent it," Cancer Council NSW direct marketing unit manager Joshua McNeil says.
"We’re grateful to Spark Foundry Australia for helping us visualise this and demonstrate the need for donations to fund research and, ultimately, save more lives.”
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