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Cure Cancer Australia: ‘The cure starts here’

A cancer research organisation that funds young researchers has launched an integrated campaign across TV, radio and print.

The Cure Starts Here is a campaign for the Cure Cancer Foundation Australia, created by McCann with media placement by UM and PR by Weber Shandwick on a pro-bono basis.

The campaign suggests it is impatience, courage, innovation and passion that is required to fight cancer – all traits held by young researchers.

It also draws attention to the fact the foundation gives 100% of its funding to young researchers and is a call to action for the public to donate to the charity.

A radio ad has run on ARN’s Mix 106.5.

Elswhere, interest has been shown from the Nine Network, Val Morgan, Ignite Media and ACP titles Gourmet Traveller, Take 5, TV Week and Burke’s Backyard Magazine as well as Pacific’s Prevention to run the campaign.

Print ads feature young grant recipients and carry the taglines: ‘Young People are always in a hurry. In this case, that’s a good thing’; ‘Cancer doesn’t care how old you are. Neither does the cure.’; and ‘Patience is a virtue. Unless you have cancer.’

 

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