Industry-wide cancer-awareness campaign brief ‘The Big C’ open for entries
An industry-wide cancer-awareness initiative, The Big C brief, backed by over $100 million in media spend and major advertising holding groups, is now open for entries.
The initiative was proposed by Working with Cancer, a cross-industry coalition formed by Publicis Groupe to erase the stigma and insecurity of cancer at work.
Creative leaders at Cannes this year
At the Cannes Lions Festival this year, creative leaders from across Edelman, IPG, Omnicom, Publicis and WPP presented The Big C brief on stage, looking to create a campaign that will launch on World Cancer Day 2024.
Individuals or duos within one agency or cross-agencies, within or beyond the advertising industry, can all put in their pitches for The Big C Brief.
The judging will be led by senior creative and strategy leads across the five holding companies including: Susan Credle (global chair & global chief creative officer, FCB), Chaka Sobhani (global CCO of Leo Burnett), Luiz Sanches (CCO of BBDO NA), Judy John (global CCO of Edelman) and Debbi Vandeven (global CCO of VMLY&R).
The submission deadline is 15 September. Judging will take place throughout October, with the winner announced at the end of that month. The winners will also receive a delegate pass to attend Cannes Lions 2024.
More information about entries can be found here.
Working with Cancer launched an integrated campaign earlier this year, including a regional spot during the Super Bowl.
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