Canteen launches new brand platform ahead of National Bandanna Day
Not-for-profit organisation Canteen Australia has launched a new brand platform, investing in its long-term brand strategy ahead of National Bandanna Day next month, via AKQA.
To showcase how it supports young people navigating living with cancer, ‘The Flipside of Cancer’ reframes the experience with empathy and support, distilling the usually overwhelming moments of isolation, disorientation and more.
The new platform enables Canteen to highlight the distress young people feel, alongside the life-changing support the organisation can provide.
“Canteen’s fundamental brand challenge was a need to emotively, impactfully and concisely articulate Canteen and our impact,” said Janelle Cook, executive director of marketing and fundraising.
“It’s a really distinctive concept that is also flexible enough to be consistently used across our varied audiences and service offerings.
“We’re now incredibly excited to launch ‘The Flipside of Cancer’ into market across an integrated, multi-channel campaign that is seeing us invest in building our long term brand equity as well as driving donations. Canteen relies on the community’s generosity for around 80% of our income so building our supporter base is critical for us to continue providing life-changing support for young people impacted by cancer.
“We’re excited to be leveraging the strategic and creative expertise of AKQA alongside the media-buying power and sophistication of UM.”
In January, Canteen handed its creative and media remit to whiteGREY, which has since been absorbed by AKQA.
AKQA’s chief creative officer, Chad Mackenzie, said: “Canteen needed a brand platform with potency and longevity that could encompass its incredible impact on the lives of young Australians.
“‘The Flipside of Cancer’ was created to provide a platform that simply and clearly communicates the life-changing effect of critical cancer support services.”
Client partner at UM, Brett Eastwood, added: “The Flipside is such a powerful message of hope and positivity and so we designed a media campaign that taps into trusted storytelling environments with Foxtel and SCA utilising the full media ecosystem to drive awareness & comprehension of Canteen’s uplifting message.
“Our digital activity works to complement our broadcast approach by engaging and nurturing our target audience through the funnel across social & display to donate and bring the ‘Flipside’ message to life.”
The first campaign is live across SVOD, radio, social and display ahead of the 30th anniversary of National Bandanna Day on October 24.
Phase two of the campaign will focus on driving long-term brand consideration across all above-the-line channels, with strategic targeting on social and search.
Credits:
Client: Canteen
Executive Director of Marketing & Fundraising: Janelle Cook
Head of Marketing & Communications: Kerry Kalcher
Digital Marketing Manager: Cait Wrigley
Digital Marketing Specialist: Ravi Beedham
Brand & Communications Manager: Maeve Redmond
Strategic and creative agency: AKQA
Media agency: UM
Film
Production Company: Clockwork Films
Director: Gemma Lee
EP: Heath George/Damien Whitney
Music: John Mackay
Sound House: Smith & Western
Photography
Production Company: SAM I AM
Photographer: Billy Plummer
EP: Mel Reardon
Producer: Lucy Whirledge
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