Awaken has been appointed to national childhood cancer charity, The Kids’ Cancer Project, and delivered two creative campaigns to drive greater awareness for the organisation’s fundraising efforts.
The charity has raised funds for childhood cancer research since 1993, and helps fund important research to improve childhood cancer treatments.
The charity was established by Col Reynolds OAM, who was a tourist coach driver and stopped to allow two bald children to cross the road outside the Children’s Hospital in Camperdown, Sydney. He parked, went into the hospital and was so inspired by their work with children with cancer, he began the charity and has devoted 30 years of his life to realise his vision of a 100% survival rate for children with cancer.
The Kids’ Cancer Project engaged Awaken to bring to life its annual Better Challenge, where Aussies are encouraged to notch up 90km throughout September to raise money for children with cancer, and its Write A Book Day project, focused on challenging children to write a book together in one day and support childhood cancer research.
The independent full-service agency’s creative team focused on refreshing the Better Challenge message and media strategy, encouraging people to do ‘90K any way’. The theme was supported with a playful TV, out-of-home and digital campaign, showcasing people kayaking, rock climbing and even a lady running up an office stairwell to hit her 90km, along with traditional runners and cyclists.
The campaign, which runs from July to September, also includes creative assets to drive participation across a broad audience base, including schools, community organisations, retirement homes and activity clubs.
In addition, Awaken has also delivered an out-of-home and digital creative campaign for the charity’s Write A Book A Day initiative. The campaign has been designed to target teachers and parents to sign up Aussie kids, challenging them to write a book in a day to support childhood cancer research.
Kate Tannous, head of national engagement at the Kids’ Cancer Project, said: “We are absolutely thrilled to be working with the Awaken team. From the outset of our partnership, Awaken has really understood our overarching vision of raising funds for children with cancer, and have been focused on breathing life into our various fundraising initiatives. The team’s effective creative thinking and media strategy have reinvigorated our projects and helped encourage people to think outside the box with their fundraising efforts.”
Chris Parker, Awaken founder and CEO, said: “The Kids’ Cancer Project campaigns have been a joy to work on. We were immediately inspired by the organisation’s passion and dedication to raising funds for scientific studies to help children with different types of cancer. For two decades, their team has helped raise $70 million for cancer research – it’s a mammoth effort and one we are now happy to also help drive and support.
“Our work with the charity has really focused on creating campaign assets that resonate with people and to encourage them to help raise funds for better treatments, better outcomes and better cancer care for Australian kids. We’re delighted to be able to bring greater awareness of The Kids’ Cancer Project’s life-changing work and help generate fundraising for cancer research. We look forward to a long-term relationship, where we can really make a tangible difference to children suffering with cancer.”
The campaigns come on the back of a successful period for Awaken, including its recent acquisition of digital marketing firm Agnes Media, and winning for Chinese automotive brand Chery, ahead of its Australian relaunch.
See also: Awaken announces its acquisition of Agnes Media
See also: Awaken is appointed as Australian media agency for Chery Motors Australia
