M&C Saatchi Sydney
Wed, 04 Feb 2015 01:13:23 GMT
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 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.
ACRF CEO, professor Ian Brown said: “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.
On the TLD, Brown said: “.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.”
M&C Saatchi executive creative director Ben Welsh said: “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.”