Cancer support group urges youngsters to ‘take off your brave face’ in campaign from Havas
Cancer support organisation Canteen is encouraging young people impacted by cancer not to fight the disease on their own, in a campaign created by Havas Australia.
The marketing campaign, which carries the line ‘take off your brave face’ and spans out of home, video, social media, radio and Spotify, aims to persuade young people to seek support when their lives are turned upside down by cancer.
A new support-focused brand tagline, ‘Cancer support made stronger’ will appear across Canteen communications and marketing collateral.
The campaign, set to run until December 31, was put together following extensive conversations with parents, young people and Canteen which revealed that most 12 to 25-year-olds become isolated when their lives become impacted by cancer.
Havas Blvd client services director Elizabeth English said the intention of the work is to ‘unmask’ youngsters and encourage them to seek support.
“Bringing this campaign to life has been a truly collaborative process with Canteen. We’ve had the benefit of direct insight gleaned from Canteen’s own young people and their perspective has been truly inspiring,” she said.
“No young person should have to face the impact of cancer alone, and we hope that this campaign will continue to build awareness that Canteen is in their corner to help.”
Canteen head of marketing and communications Kerry Kalcher added: “Canteen is an incredible organisation that provides life-changing support to young people facing the immense challenges of cancer. In order to continue this vital work, we recognised the need for more strategic investment in our brand.
“This campaign is a wonderful first step towards achieving our brand objectives and the culmination of the journey we’ve been on with the entire Havas team over several years.”
Credits
Client – Canteen Australia
Chief Executive Officer: Peter Orchard
Head of Marketing and Communications: Kerry Kalcher
Agency – Havas Village Australia
