‘I don’t want to be an angel’, say children in confronting campaign from The Kids’ Cancer Project
Saatchi & Saatchi has created a confronting campaign for The Kids’ Cancer Project, paying tribute to defiant children and adolescents with cancer.
The print ads show children pulling what are often seen as rude hand gestures, whilst displaying their intravenous cannulas. The campaign is paired with the tag line “I don’t want to be an angel”.
One series of print ads show children pulling hand gestures to show off their intravenous cannulas
Another series of ads reflect Michelangelo’s The Creation of Adam, in which an adult is depicted holding out their finger like God, but the children responding by trying to stop the motion.
Another series of ads reflect the Michelangelo work The Creation of Adam
The TVC shows children putting up a fight against their parents because they do not want to partake in cancer treatments. The ad concludes with a boy whispering to his mother “But what if I don’t wake up?”
The campaign has been launched during Childhood Cancer Awareness Month, which occurs during September.
The Kids’ Cancer Project CEO, Owen Finegan, said: “Facing this disease takes strength and courage, but overcoming it requires constant scientific advancement. Our job is to fund and enable scientists to discover the best research to give these kids better chances of survival and improved long-term outcomes.”
Linda Fagan, head of marketing and community relations at The Kids’ Cancer Project, said: “We needed a campaign that could shake-up the apparent apathy around backing science as the solution to childhood cancer, while also showing the strength it takes to live with this disease. We need people to realise that new research brings new hope for these kids.”
Saatchi & Saatchi executive creative director, Rebecca Carrasco, said: “Sick children are children. They don’t want to go to hospital, suffer nausea, or live with fear. They may have no choice but to undergo unpleasant treatment, but they certainly don’t want to be angels. This idea is about keeping that defiant spirit alive.”
The campaign will run across television, print, digital and social.
Credits
Client: The Kids’ Cancer Project
CEO: Owen Finegan
Head of Marketing and Community Relations: Linda Fagan
Creative Agency: Saatchi & Saatchi Sydney
Chief Creative Officer: Mike Spirkovski
Executive Creative Director: Rebecca Carrasco
Creative Director: Piero Ruzzene & Flavio Fonseca
Head of Broadcast: Renata Barbosa
Integrated Producer: Simon Davis
Planning Director: Peter Pippen
Group Account Director: Libby Weston-Webb
Account Executive: Jamie Fairfield
Production Company: Playtime
Director: Stef Smith
Producer: Tom Slater
Post Production: The Editors
Sound: Squeak E. Clean Studios
Photographer: Gary Heery
Producer: Matt Chee
Production Company: Chee Productions
Retouching: Cream Electric Art
i find this so offensive and hurtful.
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Tragically bad and opportunistic. Completely heartless.
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Kids don’t want to die to just be a source of sympathy rather than a cause for action, and that offends you?
I’m all for campaigns that make you uncomfortable. It’s because you subconsciously know you should be doing more for it.
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I object to the false hope that the religion of “science” proffers when it says that it can fix *anything*; if you would only give it more money. The operating theater is the new cathedral. Now they are using children as pawns in a revenue generating “sermon”. I object to subjecting innocents (with no say) to speculative treatment which may severely diminish their quality (and length) of life. They are cynically manipulating desperate parents for lucre. By using biblical imagery, this campaign is publicly outing “science” as a religion: “trust and obey us as we know what is best” (science delivers excellent bombs and climate change). At least it is being truthful on that one point. It would behoove all parents to do a lot of internet searching regarding any “treatments” that are pushed at them.
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There was a time when the most offensive thing we were expected to watch on TV ads was sinuses draining.
This ad has been produced for a multitude of right reasons and has I suspect, been directed with academic rather than theatrical skills.
The ad is dealing with a situation and a problem so real and so laudable, but it has almost totally ignored decorum, style, taste, and dignity.
The message needs to shock, but the shock here is not, in my opinion, well-focused.
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Actually, 80% of childhood cancer is now curable thanks to science so it is NOT false hope in any way shape or form. The Children’s Cancer institute are currently working on their “Zero” project which aims to cure childhood cancer through genetic sequencing of the disease and targeted treatments. Initial results and trials are extremely positive, with many children who have had a poor response to traditional treatments (Chemo/Radiotherepy) having better results through the scheme. In order to achieve “Zero” researchers need funds… lots of funds… That is what powers the labs everyday. If you don’t believe it, take the lab tour in Randwick, it is enlightening. I know all this because my daughter is a survivor of an aggressive form of cancer called Neuroblastoma… she is alive because of medicine and because of research. I am not offended in any way by this campaign. If it takes emotion to raise money and people find it confronting, then thats fine with me and many other parents whose children have suffered.
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There isn’t much dignity in cancer and perhaps that’s the point. The doctors do the best they can with what they have, but the treatments are aggressive and survival often means living with debilitating illness. This isn’t good enough for anyone to accept. It’s certainly not something we should accept for our children. It seems that’s the pint here. Near enough isn’t good enough. Our kids deserve better. That’s what I get out of this and I couldn’t agree more.
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I couldn’t agree more. What families of children with cancer don’t want, is for their child to be the perfect victim. They want their children to fight, and be strong, and they want every possible medical advantage for the best outcome. What I find disturbing is the fact that people seem more comfortable seeing children simply suffering from cancer, than fighting it. Isn’t this the real problem?
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Confronting, yes, but strong. It’s about time we rallied behind these children to help them fight. There are far too many children and their poor families feeling helpless at the hand of this dreadful disease.
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I really like the insight.
However, a lot of people don’t want to think about cancer – especially when it involves children – difficult space to play in.
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I LOVE IT!!
Screw cancer!!
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