Cancer ad features terror attack on Sydney

Sydney terror attack Gut FoundationIn what is set to become one of Australia’s most talked about social issues ads of recent years, Banjo Advertising has created a fictional terrorist attack on Sydney to raise awareness of bowel cancer.

The opening scene, looking from Kirribilli across Sydney Harbour towards Circular Quay, is reminiscent of live TV coverage of the 2001 attack on the World Trade Center in New York. With the water in the foreground, smoke drifts to the right as sirens wail.

A montage of images of the aftermath of the attack conclude with bystanders staring at a growing row of body bags on the pavement.

The voiceover says: “If 12 Australians were killed by terrorists it would be front page news. Yet 12 Australian men and women die from bowel cancer every single day. That’s more than breast cancer but no-one wants to talk about it, even though it’s curable if detected early.”

The 80 extras in the TV ad were volunteers made up of relatives of people who have suffered from bowel cancer.

The campaign is being funded by legendary Aussie adman John Singleton who is the driving force behind the initiative for the Gut Foundation. The Singleton-backed agency Banjo Advertising did the TV ad, with Map and Page driving the PR campaign.

Singleton said the aim of the TV ad is to attract as much attention to the cause as possible. “There’s no point on being a soft cock about it, you’ve got to make an impact,” he told Mumbrella.

Banjo boss Andrew Varasdi also told Mumbrella there was no intention to directly replicate 9/11 scenes. He added: “We want to put this on people’s agenda.”

The ad was launched in a briefing at the Art Gallery of NSW in Sydney this morning.

Singleton said the death of several close friends from bowel cancer has made him feel passionately about bringing more prominence to the cause. He said he wanted awareness for bowel cancer to be as high as breast cancer.

“Breast cancer has done the best job of awareness than any sickness anywhere in the world… we have done nothing with the awareness of bowel cancer. Nothing,” Singleton told delegates during the launch of the campaign.

“I’d like to think that when we do a survey in a year’s time there’s a 100 per cent awareness of breast cancer and the importance of testing for it and at least a 30 per cent awareness of testing for bowel cancer, male and female – the single biggest killing cancer in Australia and the most curable and the least known and the least attractive, but it need not be so.”

Singleton said they have also created a new logo for the Gut Foundation which is in the shape of a person’s rear end. “It’s a cheeky little logo of the cheeks of a little bum,” he said. It features the colours blue and pink to reflect its message to both men and women.

There are plans next year to roll out the logo in the form of a badge similar to the Breast Cancer Pink Ribbon.

Gut Foundation_RGB_Logo

TVC credits:

Ad agency – Banjo

Creative partners – Georgina Arnott and Jon Burden

Account Service – Ryan Barlo

Agency producer – Meredyth Judd

Production company – Goodoil Films

Director – Matt Murphy

Post house – The Editors

Audio Production – Song Zu


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