‘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.


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


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