ACRF launches campaign to end cancer by 2030 via M&C Saatchi

Charity organisation Australian Cancer Research Foundation (ACRF) has employed creative agency M&C Saatchi to create a campaign which promotes its goal to end all cancers by 2030.

The Outsmart Cancer For Good campaign highlights the charity’s focus on ending the disease through funding infrastructure, equipment and technology.

The campaign aims to raise awareness of ACRF and inspire consumers to donate. It is, according to the creative agency, a definitive shift for the brand and champions its focus on innovation.

M&C Saatchi, along with its media agency Bohemia, worked with scientists, 3D animators, illustrators, other media and creative agencies and hip-hop artists B Wise, to get the campaign off the ground.

The TVC says beating cancer doesn’t take a genius – but a room full of them.

“Figuring our cancer’s next move before it has a chance to play it, well check-mate cancer, it’s only a matter of time,” says the ad.

M&C Saatchi group managing director Russell Hopson said he knows the campaign will do wonders for the cause.

“Together, a range of creative partners, a bunch of passionate people and a rising hip-hop star, made something that’s truly unique and profoundly memorable,” he said.

ACRF chief operating officer Kerry Strydom said the organisation won’t stop until it outsmarts all caners.

“There has been great progress in research in the last few years; however, more funds are still needed. Thanks to generous donations from our supporters, we fund world-class cancer research in Australia. Funds raised with this campaign will help give the brightest brains the tools they need to outsmart cancer.”

The campaign extends across digital, social, OOH, PR, influencer engagement, radio, TV and cinema. As part of the collaboration, Bohemia has overseen a variety of media sponsorships and partnerships to bring the work to market.



  • Ian Brown, CEO
  • Kerry Strydom, COO
  • Bronwyn Muir, Head of Business Development & Marketing
  • Michaela Lauren, Marketing and Communications Manager

M&C Saatchi

  • Emmanuel Bougneres, Creative Director
  • Tristan Cornelius, Senior Art Director
  • Jonathan Seidler, Copywriter
  • Karlee Weatherstone, Group Account Director
  • Prue Purnell, Senior Account Manager
  • Joshua Johns, Account Manager
  • Grace Wallace, Strategist
  • Toby Clark, Strategist
  • Gemma Hayes, Integrated Executive Producer
  • Greg Hyslop, Lead Integrated Producer
  • Sophia Tubby, TV Producer
  • Taylor Thompson, TV Producer
  • Iva Madderom, Head of Integrated Design
  • Kentaro Yoshida, Integrated Designer / Illustrator
  • Vi Trinh, Integrated Designer
  • Holly Jones, Finished Artist
  • Richard Hughes, Senior Retoucher
  • Mandi Bateson, Head of Social

Hidden Characters

  • Kirilly Mallard, Group Account Director
  • Alex Pugliese, Account Manager


  • Brett Dawson, Managing Director
  • Aaron D’Ortona, Media Manager
  • Caitlin West, Media Executive
  • Julia Stratton, Media Coordinator
  • Yann Fasbender, Mobile Manager
  • Gabriel Richy, Performance Manager

Production Company: Heckler

3D Artists: Cream Electric Art

Sound Design and Composition: Song Zu

Voice Over Artist: B Wise


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