Pancreatic cancer organisation Pancare launches The Unfashionable Cancer campaign via DPR&Co

In its drive to raise funding to fight pancreatic cancer, The Pancare Foundation is set to launch a new campaign via DPR&Co Melbourne.

The “Unfashionable Cancer” campaign is based on hard-hitting and uncomfortable truths around pancreatic cancer.

Pancare Foundation CEO Angelia Dixon said that the campaign was vital, given the vastly unknown, and shocking realities of pancreatic cancer.

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Says Dixon: “Survival rates for many major cancers have improved dramatically in recent years, but pancreatic cancer survival rates haven’t changed significantly in over four decades.

“Just 7% of patients survive to five years. It’s the fifth highest cancer killer in Australia and by 2030 it’s expected to be the second highest cause of death by cancer.”

Richard Ralphsmith, DPR&Co founder and ECD said that in spite of these dire statistics, almost nobody is talking about pancreatic cancer.

Says Ralphsmith: “Pancreatic cancer has no field of women, no ice bucket challenges, no “mo bros” – and the Pancare Foundation receives zero government funding. All of this led to the brand positioning of The Unfashionable Cancer.”

The campaign was produced with the generous support of production company Horizon Films, PR agency PRX and sound house Bang Bang studios.

Entertainment reporter Nelson Aspen from Channel 7’s Sunrise fronts the campaign, delivering a series of “Hot or Not” segments on the latest trends. No prizes for guessing which side of the ledger pancreatic cancer falls. Mr Aspen has also generously taken on the role of International Ambassador for Pancare.

The campaign will launch with online video, TV and PR, from November 22.

Agency: DPR&Co Melbourne

Sound Engineer and VO: Stephen Renfree