Children with Cancer UK is launching its first TV campaign, highlighting the plight of sufferers and their families to raise vital funds to support research into childhood cancers.
The campaign, devised by WPN Chameleon, breaks this week and will appear on daytime viewing channels covering drama, comedy and movies genres. It will be supported by an outdoor campaign.
The ad is sensitively anchored around children to demonstrate the everyday hospital scenarios they face. Through their eyes and emotions, but also through their parents or loved ones, it paints a picture of the devastating effects of cancer in the young.
Shot on location in a London training hospital, the ad uses real questions from real children who are facing cancer. Opening with Kylie in hospital having had two years of grueling chemotherapy, the ad cuts to Jake, whose cancer has kept him away from family and friends having had three years of operations. Then Ella, only 6 with a brain tumor.
Each child asks a question, “am I going to get better Mummy?”. The outdoor activity allows for even stronger messaging, where the question changes to “am I going to die Mummy?”
Media is planned and bought by MC&C. Call handling is supported by Listen and Ansaback, the online donation journey was designed by WPN Chameleon’s digital arm and built by Valldata.
Mat Cottle from Children with Cancer UK said: “We were clear from the outset that our ad had to be something for the charity to be proud of, one that brought to life the dreadful reality for many families through emotional stories, whilst remaining sensitive to their plight. The team at WPN Chameleon inspired us and supported us every step of the way, from the stakeholder & strategic sessions, through pre-testing research, creative execution and production”, commented
The organisation, set up by a husband and wife team Eddie and Marion O’Gorman after losing two children to cancer, is now the leading national children’s charity dedicated to the fight against all childhood cancers, with aims to determine the causes, find the cures and provide care for children with cancer.
It was inaugurated by Diana Princess of Wales in 1988 and has evolved into a major force in paediatric oncology.
Related stories
WPN seals merger with digital shop
Shelter appoints digital agency
FoE unveils Big Picture fundraiser
Chris Martin takes top role at WPN
WPN, Good Agency land ActionAid
WPN lands Anthony Nolan brief
WPN strikes digital agency pact
Kids’ cancer charity makes TV debut with campaign by @WPNChameleon http://t.co/ZNNswtMTCn #charity #directmarketing #digitalmarketing