Children’s Cancer Institute (CCI) has tasked Orphan creative agency to create an end of financial year tax campaign, encouraging donations for its medical research.
Founder of Orphan, Ant Hatton, explained the task was to create work that “brought together the three pillars of Children’s Cancer Institute; The children. The research. And the donors (the Australian public).
“‘They need our help. We need yours’ highlights the importance of both medical research and the public’s donations that help fund it.”
With a focus on a single child overwhelmed by a research laboratory where they can barely reach the microscope, the film captures the dependency of children with cancer on others to help them through the disease.
Heather Mcilfatrick, general manager of brand, communications and digital at CCI, emphasised the crucial role research plays in developing safe and effective treatments for children with cancer. In Australia alone, over 1,000 children are diagnosed wth cancer each year.
“Orphan has, once again, hit the mark with a campaign that combines both love and science and lets you know exactly what you need to do and why,” she said. “Children deserve to grow up and grow old but only research can change outcomes.”
The work is the latest extension from the ‘A life should be long’ brand platform, developed by Orphan for CCI in September 2022, following the ‘Donate your age’ campaign that went live last year.
It will run until the end of June across TV, cinema, OOH, DM, print, digital, and social.
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Credits:
Client: Children’s Cancer Institute
Chief marketing and fundraising officer: Anne Johnston
General manager, brand, communications and digital: Heather Mcilfatrick
Head of brand and content: Paul Wiggins
Creative agency: Orphan
Production company: Revolver
Directing collective: Glue Society
Director: Paul Bruty
DOP: Jay Torta
MD/co-owner: Michael Ritchie
EP/partner: Pip Smart
Producer: Jasmin Helliar
Producer: Lily Warland
Post production: The Glue Society Studios
Editor: Luke Crethar
Online: Eugene Richards
Colourist: Martin Greer
Sound: Rumble Studios
Executive producer: Michael Gie
Owner/creative director: Tone Aston
Sound design: Daniel William, Sean Wilkinson
Composer: Alex Booker
Photographer: Toby Burrows
Retoucher: Giles Davies
Media: Zenith