‘Sometimes that dream is stolen’: The Kids’ Cancer Project release new campaign, via 3rdspace
The Kids’ Cancer Project has released a campaign to spotlight the vision “that no child should die from cancer”, via 3rdspace.
Rolling out this week, the campaign leverages the idea that all children dream of their futures, but with cancer ending the lives of “three children… every week”, they are being prevented from achieving their dreams.
The platform uses a combination of digital, social, the 9 network and JCDecaux’s out-of-home solutions to spread its message. On social media, The Kids’ Cancer Project is expected to converse with “national identities” to see what their childhood dreams were, “and how today they share the dream” of the organisation.
“We’ve experienced first hand the impact of cancer, the thought of a child going through something like that had our team throw everything at it. We’re passionate about helping brands with purpose tell their stories in a meaningful way, and The Kids’ Cancer Project is a brand that we wholeheartedly believe in,” said 3rdspace’s founder, Rob Logan.
“Let’s face it, we all had a dream growing up,” 3rdspace’s executive creative director, Rickie Marsden, added.
“But sometimes that dream is stolen. That’s the heartbreaking reality for too many kids fighting cancer. Our campaign is about telling that story in a simple and impactful way. The Kids’ Cancer Project does incredible work, and we want to inspire more people to support them in doing it.”
When asked about the campaign, The Kids’ Cancer Project’s chief executive officer, Owen Finegan, described it as an embodiment of the organisation’s vision.
As Finegan put it: “No child should ever have their dreams stolen by cancer. This campaign embodies our vision – to see 100% of children, adolescents and young adults survive cancer and live with no long-term health implications caused by their treatment.
“Every kid should have the chance to grow up and live their dream, and we are committed to funding the vital research that can make this vision a reality.”
With community backing, The Kids’ Cancer Project has been able to commit more than $70 million to research in recent years, unlocking more opportunities for “clinical trials and survivorship programs.” Since the organisation was first formed, cancer survival rates have jumped from 58% to 86%.
Credits
Client
CEO: Owen Finegan
COO: Kate Tannous
Marketing and Communications lead: Jo Casamento
Head of Partnerships: Patrick Phibbs
ECD: Rickie Marsden
EP & Founder: Rob Logan
Director: Nick Hansen
DOP: Jack Saltmiras
Photography: Anton Rehrl
Editor: Bailey McAndrew
Producer: Jae Tame
Casting: T&E management
Post
Audio: Mitch Calladine
Grade: Peachy Keen Colour
Keep up to date with the latest in media and marketing
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
Have your say