The Brain Cancer Centre launches ‘The Public Diagnosis’ awareness campaign via The Royals


Independent agency The Royals has developed a new campaign for The Brain Cancer Centre to raise awareness to one of Australia’s deadliest cancers.


Brain cancer kills more kids in Australia than any other disease and more people under 40 than any other cancer.

Brain cancer statistics are devastating. Once diagnosed, almost 80% of people won’t survive five years. Brain cancer is mostly terminal and survival rates have barely improved in 30 years. That makes getting more funding for research a desperate need.

When you are diagnosed with brain cancer, chances are you are told you won’t survive. This cancer is different. And this moment of brain cancer diagnosis – and the shattering wave of realisation it unleashes – is the centrepiece of a new campaign for The Brain Cancer Centre to raise awareness of this little known deadly disease.

Each execution features brave families who have let Australians in on these private, raw and unfiltered moments of diagnosis. The hope? Sharing these private moments will create widespread attention and help generate research funding.

The “Public Diagnosis” campaign was created by The Royals, leading a massive team including partners FINCH, Hatched Media and QMS as well as Oliver Grace and PXLCAT. The powerful work features the music track “Can’t get you out of my head” made famous by Australian music icon Kylie Minogue.

The campaign launches with ‘Room of Tears’, a short film that captures the moment Amy Stephenson’s son Lachie was diagnosed with diffuse midline glioma. He was 19.  “The tears were streaking out of my eyes,” Amy recalls. “My world had just been torn apart.” Lachie’s response, “Jeez Mum, we could swim out of here in your tears”.

“Room of tears” is part of the first phase of the year-long campaign that uses the power of making private moments public.

Says Sam McGuane, CEO, The Brain Cancer Centre: “The Brain Cancer Centre was founded by Carrie’s Beanies 4 Brain Cancer Foundation in partnership with WEHI in 2021. We have a groundbreaking collaborative research strategy with 16 research partners across the country. We have a plan that brings us towards our vision: that one day no lives are lost to brain cancer. We’ve got the best and brightest research minds, now we just need to back them.”

In 2015 television and radio personality Carrie Bickmore OAM won the Gold Logie award, which she dedicated to her late husband Greg who passed away from brain cancer.

She went on to form Carrie’s Beanies 4 Brain Cancer Foundation, which has since raised over $21 million for brain cancer research.

Says Andrew Siwka, managing partner of the Royals: “All the families featured in this campaign were incredible through the making of this and I hope the bravery they displayed in donating these moments ultimately translates into the vitally needed financial support.”

Throughout the year, the Public Diagnosis campaign will turn “donated” diagnosis moments from families into art and exhibition pieces as well as immersive digital experiences to amplify awareness of brain cancer. To support The Brain Cancer Centre’s work, donations can be made at


Client: The Brain Cancer Centre

Agency: The Royals

Production Partners:

Short Film, 90” and 60”
Production Company: FINCH
Director: Michael Hili
Executive Producer: Loren Bradley
Producer: Bryce Lintern
Casting: Peta Einberg
DP: Sean Ryan
Production Designer: Charles Davis
Art Director: Sam Lukins
Editor: Delaney Murphy
Colourist: Alina Bermingham
Post Production: Atticus
Sound Production & Composition: Kiah Gossner (Cover: Kylie Minogue – Can’t get you out of my head)

30” and 15” ads
Production Company: PXLCAT

Director: Hossein Khodabandehloo bin Abolfazl
Executive Producer: Joel Fenton
DOP: Rudi Siira
1st AC: Ari Gillespie
Gaffer: Fluid productions
Editor & Colourist: Marco Cornelius
Mixing Engineer: Ben Anthony
PA: Otto Crosby
Studio: Lithium Studios

Design & UX: Oliver Grace
Video Animation: Soma Studios

Media agencies:
QMS Media