Sony and CanTeen launch campaign to raise $15m for youth cancer centres
Sony Foundation, the charity arm of the Sony group of companies, has launched an initiative in partnership with CanTeen to raise $15m over three years to fund youth cancer treatment centres.
The You Can campaign asks Australians to donate their old mobile phones to help raise money for the cause.
It is being promoted through TV, cinema, radio and press ads created by Saatchi & Saatchi, with media being handled by Starcom.
Sony Ericsson has also contributed to the campaign by offering people the chance to win a trip to the 2010 FIFA World Cup. Participants are being asked to recycle their old mobile phones by bringing it to the Socceroos versus Indonesia game on March 3 at Suncorp Stadium, Brisbane.
Sony Ericsson is the official mobile handset sponsor of the FIFA World Cup.
While CanTeen has been a long-term charity partner of Sony Foundation, this is the biggest project the two organisations have undertaken together.
The Government has committed $15m to improve services for adolescents and young adults suffering from cancer. CanTeen together with Sony Foundation will aim to raise an additional $15m to establish youth cancer centres.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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I think its a great ad, the only criticism is the copy/wording at the end, which isn’t clear enough for the message. Otherwise I think the journey angle captures the audience well
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