Cancer Council appoints Archibald Williams to undertake national brand campaign
Following a competitive pitch against two agencies, Cancer Council has appointed Archibald Williams to undertake its national campaigns for Australia’s leading cancer charity.
Cancer Council works across every aspect of every cancer to support families affected by cancer when they need it most, speak out on behalf of the community on cancer issues, empower people to reduce their cancer risk, and find new ways to better detect, treat and live beyond cancer.
Archibald Williams will develop and execute an overarching brand campaign to raise the profile of cancer in the community as a critical issue that needs addressing, and position Cancer Council as an essential partner to the Australian community, in the effort to achieve their vision of a cancer free future.
The work Archibald Williams will undertake extends to Cancer Council’s national fundraising campaigns including Daffodil Day, Australia’s Biggest Morning Tea and Relay for Life, with the refreshed Daffodil Day creative approach launching in 2021.
Says Russell Schrale of Cancer Council: “After reviewing a number of excellent agencies across the country, the choice to work with Archibald Williams was clear. Cancer is a critical issue within the community, and we’ve selected a partner that not only understands this, but also has the skills and experience to rally the community behind the impact we make on people’s lives each and every day.”
Says Kiranpreet Kaur, head of client and strategic services at Archibald Williams: “As we worked through insights and ideas for this pitch process, our team was faced with an undeniable truth – we are all affected by cancer, sooner or later, in some way or another. So, being given the opportunity to work with Cancer Council to help take on this massive issue and build a platform for Australians to connect with, is such a purposeful task and truly does feel like a privilege.”
4 Comments
“Following a competitive pitch, where agencies were asked to pitch free strategy and free creative, Cancer Council has appointed…”
Stange that you need to raise the profile of cancer in the community when it is one of the biggest causes of death in Australia. And will an Ad campaign address it? Also, if the Cancer council is making an impact on people’s lives (plural), why do they need to rally the community? It seems like muddled thinking here.
Odd comment.
They are competition for attention with everything else – sick kids, environment, animals, you name it.
Doubt very much these guys are banking on a solitary ‘ad ad campaign’ to get them where they want to be.
The need to rally the community to get support aka fundraising.
Honestly, do you even work in this space?
Been day drinking? Or furiously typing. Reread what you have written.
Do you mean they are “competing” for attention? If you include everything in the world, then you are right, they cannot compete – there’s too much and their budget is too small.
To your second point, they ” will develop and execute an overarching brand campaign to raise the profile of cancer in the community”. Sounds like an Ad campaign to me, but hey, I only read what’s in the release.
And so the brand campaign will ‘drive fundraising’, is that not a slightly different goal to brand awareness?
And, honestly, yes, I do work in the space.