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    Orphan says ‘They need our help’ in latest for children’s cancer research

    Children’s Cancer Institute (CCI) has tasked Orphan creative agency to create an end of financial year tax campaign, encouraging donations for its medical research.

    Founder of Orphan, Ant Hatton, explained the task was to create work that “brought together the three pillars of Children’s Cancer Institute; The children. The research. And the donors (the Australian public).

    ‘They need our help. We need yours’ highlights the importance of both medical research and the public’s donations that help fund it.”

    With a focus on a single child overwhelmed by a research laboratory where they can barely reach the microscope, the film captures the dependency of children with cancer on others to help them through the disease.


    Heather Mcilfatrick, general manager of brand, communications and digital at CCI, emphasised the crucial role research plays in developing safe and effective treatments for children with cancer. In Australia alone, over 1,000 children are diagnosed wth cancer each year.

    “Orphan has, once again, hit the mark with a campaign that combines both love and science and lets you know exactly what you need to do and why,” she said. “Children deserve to grow up and grow old but only research can change outcomes.” 

    The work is the latest extension from the ‘A life should be long’ brand platform, developed by Orphan for CCI in September 2022, following the ‘Donate your age’ campaign that went live last year.

    It will run until the end of June across TV, cinema, OOH, DM, print, digital, and social.

    See also: Clemenger BBDO encourages bowel cancer conversation with its Irregular Valentine’s Day campaign


    Client: Children’s Cancer Institute
    Chief marketing and fundraising officer: Anne Johnston
    General manager, brand, communications and digital: Heather Mcilfatrick
    Head of brand and content: Paul Wiggins

    Creative agency: Orphan

    Production company: Revolver
    Directing collective: Glue Society
    Director: Paul Bruty
    DOP: Jay Torta
    MD/co-owner: Michael Ritchie 
    EP/partner: Pip Smart 
    Producer: Jasmin Helliar 
    Producer: Lily Warland 

    Post production: The Glue Society Studios
    Editor: Luke Crethar
    Online: Eugene Richards 
    Colourist: Martin Greer 

    Sound: Rumble Studios
    Executive producer: Michael Gie 
    Owner/creative director: Tone Aston 
    Sound design: Daniel William, Sean Wilkinson
    Composer: Alex Booker

    Photographer: Toby Burrows  
    Retoucher: Giles Davies

    Media: Zenith

    The post Orphan says ‘They need our help’ in latest for children’s cancer research appeared first on Mediaweek.

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