Cure Brain Cancer foundation aims to raise awareness of fatality rates amongst children with new campaign
Cure Brain Cancer Foundation has unveiled a campaign aimed at driving fundraising efforts and raising awareness of brain cancer fatality rates amongst children.
Created by Tongue, the commercial features a child undergoing brain cancer, with the ending of the ad revealing the child is being operated upon by other children. A voiceover tells audiences “brain cancer kills more children than any other disease, don’t let them fight it alone, donate now”.
Associate Professor Charlio Teo, the neurosurgeon who founded the charity, said: “Brain cancer kills more children than any other disease, yet a staggering 90 per cent of Australians are completely unaware of this. Brain cancer is clearly not on the public’s radar and it’s time that changed. Through increased awareness and funding for research, we can improve survival rates and make a big difference to people diagnosed with this devastating disease.”
The ad is running across TV and in cinema and is supported with radio, print, digital and social.
Credits:
- Creative/digital: Tongue
- PR: Edelman
- Media: ZenithOptimedia
Awesome piece of work guys, well done.
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Guys I like it and what a brilliant cause – good on you.
However may I make a suggestion – I mentioned this on their Facebook page and I make mention of it here as well as personally I feel it is quite important.
The video is very emotive, as it should be. However as I am sure you already know (better than most) breaking through people’s apathy / charity fatigue and / or cynicism is very hard. I worry that this video, by not mentioning at all what the donation actually does to help, may struggle to trigger the behavior you so desperately want (and deserve).
In my opinion an end frame that talks to WHAT you actually do with the donation and HOW it helps kids not face things alone may get a better donation rate as it tangibly brings to life how the impact can be made.
Anyways…irrespective I have made a donation last night – it’s a brilliant cause that we all need to get behind.
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Terrible ad! It looks like a quit smoking ad! We all know shock tactics don’t work. I am quite sure this as would upset children seeing this! Not a great angle to show such a sad topic.
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I despise this ad. Why use scare tactics on such an emotional topic? It has a really institutionalised feel and looks like a speeding ad. Not good or appropriate at all.
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Ads like this will alientate the public, not get them onside. Awareness? The wrong kind I’m afraid. Running this add in a child friendly television timeslot is barbaric at best. Sorry Professer Teo, Tongue is not doing your cause any favours. Back to the drawing board.
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Nice work. Touched a nerve for sure
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this is an important message that needs to be made with cut through. Maybe it shocks some people and makes them feel uncomfortable but I think that’s the point! Brain cancer should not be ignored. I’ve been indirectly impacted by brain cancer recently and I’m so glad this ad is on tv. Thank you to everyone involved
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