ACRF helps Aussies be ‘the one’ to end cancer in new campaign + interactive hub via M&C Saatchi
Today is World Cancer Day and one of Australia’s leading cancer charities, the Australia Cancer Research Foundation (ACRF) has marked the occasion with the launch of a ground-breaking campaign via M&C Saatchi.
The campaign calls on all of us to come together to be The One to end cancer via an interactive hub TheOne.CancerResearch.
TheOne.CancerResearch uses the latest in digital and social technology to provide an interactive experience for all supporters of cancer research, compiling their many thousands of faces into ‘The One’ entity that will enable new treatments and cures for the deadly disease.
The hub goes live today in the campaign that also rolls with TV, outdoor, digital, press, cinema, social and PR executions via BangPR.
The ACRF has also today launched the world’s first charity-driven Top-Level
Domain (TLD) .CancerResearch – the all-inclusive online funnel for everything that is cancer research in the world.
The domain will be developed by the ACRF in collaboration with Australian cancer scientists and research centres, providing authoritative information, awareness movements, research news and important messages of hope for both Australian and global communities, as exemplified by TheOne.CancerResearch campaign.
Says Professor Ian Brown, CEO, ACRF: “We have kick-started our launch with an incredible, community-based initiative – TheOne.CancerResearch. It has been developed through the support of M&C Saatchi and involves a powerful digital experience with the aim of mobilising our supporters in the fight against cancer.
“.CancerResearch is an internet domain with a collaborative vision. We have a long road ahead, but bringing the greatest minds and movements for cancer research together begins now.”
Says Ben Welsh, executive creative director, M&C Saatchi: “It’s not every day you get a brief to help end cancer. It’s humbling to have this opportunity to work with the ACRF and to bring their enormous vision to life. Our solution literally reflects the hopes of all Australians who want to defeat this killer disease.”
9 Comments
How many times have M&C trotted out up-load a photo to help? it beggars belief….
Cool campaign for a great cause. Put yourself in the picture to help end cancer, I like it.
Oh, that idea…again.
Oh, that old cd guy again – such a positive contributor. Seriously dude – get a life. So sick of reading your shitful negativity on here every day.
Nice spot. Wait to you read what sad old Groucho says…
This is advertising. Theres no place for caring supoortive comments. The equation is simple. If I didnt make it – it sucks. If someone I know makes it “its cool but they got their inspiration from. ..bleh” and if whoever makes it is someone I dont like “well everyone knows they copy all their work”.
Hmm I miss the old days. Now nobody cares.
You silly sausage, 3:25, I retired years ago. It’s so much more fun firing pot-shots from the outside than being a dour serious young insect like you having to go to work each day in a stupid ad agency. Believe me, after 30 years on the job, you too will have seen every idea repeated, often badly.
On the positive side 3:25, I really like the Compare The Market (Meercat) campaign. It would have taken a lot of guts to put that before the client, it would have taken a lot of guts for the client to have gone with it and it’s great to see a campaign given the chance to have continuity year after year with frequently changing, beautifully crafted commercials. It surely must work, which is all the better for a hare-brained, crazy brave idea. See, I CAN be positive. I hope and pray that good work will be produced and PR’d on the CB Blog. That’s right my little monosyllabic friend, it’s a blog. It’s a forum for opinions. When I see good work I’m the first to praise it. There’s just so little work to get enthusiastic about, and bad unoriginal work deserves to be exposed and criticised in the most excoriating fashion.
@Keep on hanging on I’m with Old CD guy, it was good the first time, and the second, but then it got, well, used. But it is still a light year better than anything @timetoretire has ever done. Or ever will.