Children’s Cancer Institute asks for donations via campaign from Orphan
A new powerful campaign from the Children’s Cancer Institute has launched this week, reminding Aussies that cancer research relies on donations, via creative agency Orphan.
In late 2022, the agency created a new brand platform for the Institute, ‘A Life Should Be Long’. This new spot is the latest execution under the platform, following the highly successful ‘Donate Your Age’ initiative from last year.
The brand platform focuses on the fact that when a child is lost to cancer, all of their hopes and dreams for the future are lost too. It asks the public to donate and help find a cure, so that more children who are battling cancer get the chance to live a life that is long and full of possibilities. Last year’s ‘Donate Your Age’ campaign aimed 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.
Ant Hatton, founder of Orphan, said at the time: “‘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.”
This year, “the task for Orphan was to create an end of financial year tax campaign that brought together the three pillars of Children’s Cancer Institute; The children. The research. And the donors (the Australian public),” according to Hatton.
“‘They need our help. We need yours’ highlights the importance of both medical research and the public’s donations that help fund it.”
The Children’s Cancer Institute’s general manager – brand, comms and digital, Heather McIlfatrick, said: “Research is crucial to pioneer safe and effective treatments for every child with cancer.
“Orphan has, once again, hit the mark with a campaign that combines both love and science and lets you know exactly what you need to do and why. Children deserve to grow up and grow old but only research can change outcomes.”
The campaign will run until the end of June across TV, cinema, OOH, DM, print, digital and social.
Credits:
Client: Children’s Cancer Institute
Chief marketing and fundraising officer: Anne Johnston
General manager, brand, communications & digital: Heather Mcilfatrick
Head of brand and content: Paul Wiggins
Creative agency: Orphan
Production company: Revolver
Directing collective: Glue Society
Director: Paul Bruty
DOP: Jay Torta
MD/co-owner: Michael Ritchie
EP/partner: Pip Smart
Producer: Jasmin Helliar
Producer: Lily Warland
Post production: The Glue Society Studios
Editor: Luke Crethar
Online: Eugene Richards
Colourist: Martin Greer
Sound: Rumble Studios
Executive producer: Michael Gie
Owner/creative director: Tone Aston
Sound design: Daniel William, Sean Wilkinson
Composer: Alex Booker
Photographer: Toby Burrows
Retoucher: Giles Davies
Media: Zenith
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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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