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Australian Cancer Research foundation marks World Cancer Day with M&C Saatchi campaign

The Australian Cancer Research Foundation (ACRF) is marking World Cancer Day with the launch of a new campaign which calls on the public to unite to end cancer.

At the centre of the campaign created by M&C Saatchi is an interactive hub. When joining the hub it prompts viewers to allow the site access to the computer’s camera which then takes a snapshot of the participant which is then compiled into ‘The One’ entity that aims to represent the supporters of cancer research coming together to enable new treatments and cures.

A TV ad is promoting the hub which sees a compilation of faces and voices talk about the cause.

ACRF CEO, Professor Ian Brown, said: “We have kick-started our launch with an incredible, community-based initiative – TheOne.CancerResearch. It has been developed through the support of M&C Saatchi and involves a powerful digital experience with the aim of mobilising our supporters in the fight against cancer.

The campaign is also rolling out across outdoor, digital, press, cinema and social and PR via M&C Saatchi’s PR agency Bang PR.

M&C Saatchi executive creative director Ben Welsh said “It’s not every day you get a brief to help end cancer. It’s humbling to have this opportunity to work with the ACRF and to bring their enormous vision to life. Our solution literally reflects the hopes of all Australians who want to defeat this killer disease.”

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