Children’s Cancer Institute launches new campaign via Orphan + Unlisted’s Julian Frost

Children’s Cancer Institute is launching a new advertising campaign which challenges the ‘norm’ in how cancer is usually communicated to highlight the need for research to find a cure and safer treatments for children diagnosed with cancer.

 

Created by Orphan, in association with renowned animator Julian Frost, represented by Unlisted, the campaign tells the story of a little boy, his hopes and dreams for his future. A future he hopes he will survive to enjoy, but which is threatened by his cancer diagnosis. The compelling campaign draws the viewer to see the world through the eyes of a child, where the only limit to their imagination is the cruelty of their disease.

But this is no child’s story, the sad fact is that cancer cuts life short for hundreds of children in Australia every year, three per week, before they’ve even had the chance to make their mark on the world. And for those children who do survive, 70% are left to live a life marred by the side effects of harsh cancer treatment and the toil it takes.

Says Ant Hatton, founder of Orphan: “Orphan have seen first-hand the devastation of childhood cancer, and the huge hole left in the life of a family who lost their child to this cruel disease. Our approach to this campaign was to reframe the story. ‘A life should be long’ focuses on the hopes, the dreams and the potential that won’t be realized, when a child is lost to cancer. We hope to inspire support and positivity, rather than evoking fear and hopelessness.”

Children’s Cancer Institute is the only independent medical research institute in Australia wholly dedicated to curing childhood cancer and finding safer treatments. The team at Children’s Cancer Institute don’t just believe they can find a cure for all children with cancer, they know they will, and that it’s not if, it’s when.

The new A Life Should be Long campaign launches at the beginning of September, Childhood Cancer Awareness month, and will run into 2023 across TV, radio, print, billboards, and social media.