Canteen has gone to market with its latest campaign with Havas Australia, highlighting its refreshed brand positioning. Youth cancer support organisation Canteen, is encouraging young people impacted by cancer to take off their brave face and embrace the help they need when times are tough.
The work began with extensive quantitative and qualitative research, including focus groups with parents, young people and Canteen to gauge awareness, messages that would resonate best and, most importantly, what would encourage more young people to seek support when cancer turns their world upside down.
Around 70% of 12-25yr olds believe that the impact of cancer can be particularly polarising and isolating on them because of the additional life challenges they face. The Havas team honed in on a creative approach centred on ‘unmasking’ to highlight how young people can feel safe to express what they’re truly feeling with the help of Canteen.
The ‘unmasking’ proposition spearheads the launch campaign creative, with the simple but powerful message to ‘Take off your brave face. When cancer gets tough, find the support you need.’
A new support-focused brand tagline – Cancer support made stronger – will appear across Canteen communications and marketing collateral.
Says Elizabeth English, client services director, Havas Blvd: “Bringing this campaign to life has been a truly collaborative process with Canteen. We’ve had the benefit of direct insight gleaned from Canteen’s own young people and their perspective has been truly inspiring. No young person should have to face the impact of cancer alone, and we hope that this campaign will continue to build awareness that Canteen is in their corner to help.”
Says Kerry Kalcher, head of marketing and communications, Canteen: “Canteen is an incredible organisation that provides life-changing support to young people facing the immense challenges of cancer. In order to continue this vital work, we recognised the need for more strategic investment in our brand. This campaign is a wonderful first step towards achieving our brand objectives and the culmination of the journey we’ve been on with the entire Havas team over several years.”
Says Steve Fontanot, managing director of Red Havas and Havas Blvd: “Working with the incredible team at Canteen over the years, continues to be a such a rewarding experience. Canteen are focused on making a meaningful difference to young people, whose lives have been impacted by cancer. We’re very proud of the work that our collective teams have delivered over the years, with this latest campaign being the culmination of the many passionate humans who are dedicated to this truly integral organisation.”
The campaign is now live and will run through to 31 December. Creative is running across OOH, video, social media (Facebook, Instagram and TikTok), youth oriented digital channels including Twitch, as well as radio and Spotify.
Client – Canteen Australia
Chief Executive Officer: Peter Orchard
Head of Marketing and Communications: Kerry Kalcher
Agency – Havas Village Australia