Working with Cancer issues wake-up call to all with mass media campaign via Publicis Groupe
Working with Cancer, the cross-industry coalition formed by Publicis Groupe to erase the stigma and insecurity of cancer at work, is launching a global ‘wake-up call’ urging everyone to play their part in supporting colleagues with cancer.
After being diagnosed and treated for cancer last year, Arthur Sadoun CEO of Publicis Groupe launched Working with Cancer at the World Economic Forum in Davos on 17th January. Today the program is an alliance of major international companies united by a pledge to create an open, supportive and recovery-forward culture for cancer sufferers. Founding partners include Abbvie, Adobe, Bank of America, BNP Paribas, BT, Citi, Google, Haleon, Labcorp, L’Oréal, Lloyd’s, LVMH, Marriott, McDonald’s, Meta, Mondelez, Microsoft, MSD, Nestlé, Omnicom, Pepsico, Renault Group, Sanofi, Toyota, Unilever, Verizon, and Walmart, the world’s largest private employer.
Says Doug McMillon, president and CEO, Walmart: “Walmart is proud to partner with Working with Cancer and others to eliminate the workplace stigma of a cancer diagnosis. Our purpose is to help people save money and live a better life, and supporting the health and well-being our own associates, including those who have been diagnosed with cancer, is at the core of that purpose. Together we can make the workplace better for those living with cancer and make a positive impact on people’s lives.”
Working with Cancer is now setting its sights on the wider world, through a wake-up call in time for World Cancer Day. It is anchored in the stark reality that half of us will be diagnosed with cancer in our lifetime, so all of us have a responsibility to support cancer patients at work. Central to this call is a campaign film, ‘Monday’ directed by Elena Petitti Di Roreto and Martin de Thurah, which depicts the often harrowing journey of cancer patients and the vital importance of workplace support. Many of the crew behind ‘Monday’ are cancer survivors and caregivers themselves, bringing personal and authentic resonance to a film that highlights a universal issue.
Because driving social change in the workplace can often take years, Publicis is harnessing the power of creativity and mass media to accelerate momentum and adoption. A fully integrated campaign supported by $100m in media generously donated by partners like Disney/ABC, NBCU, Warner Bros Discovery, Paramount, Fox, Roku, Snap, iHeart, Tiktok, YouTube, NCM, Screenvision, Clear Channel, Lamar, Zeta and Meta, who are contributing 1bn impressions, will ensure this wake-up call is heard by all. Publicis Groupe will also contribute by becoming the first holding company to purchase and invest in a Super Bowl spot.
Says Sadoun: “Thanks to the coalition of our partners and the support of the World Economic Forum, Working with Cancer is already positively impacting the lives of 20 million people. Of course, we will continue to rally more companies to the movement. But just as vital is the role all of us can play by standing with our colleagues with cancer. That is why we are launching a call not only for awareness, but for action from everyone, to create a real cultural shift in the workplace.”
Agency: Publicis Conseil
CEO Publicis Groupe France: Agathe Bousquet
CEO/CCO Publicis Conseil and CCO Publicis France: Marco Venturelli
Copywriter: Marco Venturelli
Head of Art: Maud Robaglia
Creatives: Laura Aondio & Francesca Vitello
Co Président Prodigious France: Christopher Thiery
Head of Agency Production: Caroline Petruccelli
Head of Sound: Christophe Caurret
Business Director: Shannon Eddy
Production Company: Henry
Executive Producer: Jean-Luc BERGERON
Producer: Gaëlle DELAPORTE
Production coordinator: Julia MONGIN
Image:
Director: Elena PETITTI DI RORETO
Consultant Director: Elena PETITTI DI RORETO
Director of Photography: Thimios BAKATAKIS
French crew:
1st assistant director: Jean-François FONTANEL
Set Designer: Emmanuelle DUPLAY
Model making monster: CLSFX – ATELIER 69 – Frédéric Laine
Costum designer: Sonia PHILOUZE
UK crew:
PRODUCTION SERVICE UK: ANONYMOUS CONTENT
Managing Director: Victoria Fitzwilliams
Head of Production: Shion Hayasaka
Post Production: Prodigious
Post Producer Image: Nathalie Depas
Post producer Sound: Joel Tessonneau
Editor: Yannick Giffard
Editor assistant: Alex Petropavlovsky
Grading: Jean Clement Soret @ CO3
Sound research: Maxime Rouge / Grégoire Bucaille
Sound engineer: Olivier Vehert
Business Affair: Romain Busnel / Claara Bonnel
Post Production: The Mill Paris
Executive Producer Christophe HUCHET
VFX Supervisor Vincent Venchiarutti
Shoot Supervisor Damien Canameras
CG Supervisor Guillaume Ho Tsong Fang
VFX Producer Kahina LAMBLIN
Animation Clotilde Blondel
Rigging Marine Sisnaki
FX Karim Lachaize
Lighting / compositing: Marouan El Bekri, Matthias Barday
Motion Design Vincent Ewald, Alexandre Tarquini
Concept Design Alain Descamps
Flame Valentin Gingembre
“Divenire”
Composer : Ludovico Einaudi
Publisher : Chester Music Ltd. / Courtesy by Premiere Music Group
Performers : Ludovico Einaudi & Royal Liverpool Philharmonic Orchestra , conducted by Robert Ziegler Recorded at “Liverpool Philharmonic Hall” – 2006
Label/Producer: Ponderosa Music Records
4 Comments
This is beautiful work.
Very powerful film and message, well done.
You really have to take a hard look at the culture of corporatised workplaces that means this needs to be said. That we need to tell people they should be supportive if a colleague has cancer, and that having cancer is stigmatised, says just about everything you need to know about corporate people.
Let’s be honest eh