Children’s Cancer Institute and Orphan encourage Australians to ‘Donate Your Age’ in latest spot
Independent agency Orphan has created a new fundraising campaign for the Children’s Cancer Institute, encouraging Australians to donate smaller, more manageable amounts, such as their age.
The campaign supports the Children’s Cancer Institute’s recently launched new brand platform Orphan, ‘A Life Should Be Long’. This is the first major campaign to be executed under the new platform.
Ant Hatton, founder of Orphan says: “Most of us complain about getting old. The grey hairs, the lines, and the wrinkles. But the truth is, growing old is actually a privilege. Something we should all be thankful for. Sadly, 3 children die from cancer every week in Australia. These kids don’t get the chance to find out what they want to do, or who they want to be.
“‘Donate Your Age’ is not just about giving, it’s about gratitude. It’s about showing your appreciation, for every precious year of life that you’ve been given. If you’re 32, you can donate $32. If you’re 56, you can donate $56, and so on.”
The campaign aims to get more people donating smaller amounts, seemingly doable with the cost of living crisis, and through the concept, the brand is hopeful the younger generation will get involved.
Hans Berents, founder of Orphan says: “At Children’s Cancer Institute, their belief is that every child should outlive childhood. Through medical research, their aim is to provide safer treatments for children, so that one day, every single child will beat this disease and get the chance to grow up and grow old like the rest of us.
“In a crowded charity category, with so many important organisations reaching out for money, we wanted to do something specific to the cause rather than a generic call for donations. Donate Your Age is a fresh take on fundraising, firmly rooted in empathy and gratitude, and could only be done for a children’s charity such as Children’s Cancer Institute.”
Heather Mcllfatrick, general manager, brand, communications & digital at CCI added: “When we kicked off the A Life Should be Long concept with Orphan last year, we knew it had enormous potential and really resonated with our donors. Ant and Hans have found the perfect way of taking this concept to the next level through the unique Donate Your Age campaign. Arresting and engaging, the stunning creative and simple call to action, showcasing different people at different stages of life, will, we hope, make it very difficult to ignore! Jump onboard and help our researchers cure all kids of cancer.”
The campaign is rolling across TV, cinema, OOH, DM, print, digital and social.
Credits:
Creative agency: Orphan
Client: Children’s Cancer Institute
Chief marketing and fundraising officer: Anne Johnston
General manager, brand, communications & digital: Heather Mcllfatrick
Marketing lead: Briony Doney
Head of brand and content: Paul Wiggins
Production vompany: The Pool Collective
Director, DP, photographer: Ingvar Kenne
Alchemist: Cameron Gray
Production manager: Zoe Izzard
Casting: Toni Higginbotham
Retouching: Cream
Post production: ARC EDIT
Editor: Lucas Baynes
Colour grade & online: Dan Molony
Executive producer, ARC EDIT: Daniel Fry
Sound and music: Rumble Studios
Producer: Irene Kakopieros
Composer: Jeremy Richmond
Sound designer: Tone Aston
Sound designer: Daniel Williams
Media: Zenith
Investment director: James Chapman
Senior digital executive: Elizabeth Netting
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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topics
A Life Should Be Long
Ant Hatton
Children's Cancer Institute
Donate Your Age
Hans Berents
Heather McIlfatrick
Orphan
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