New awareness campaign launched by M&C Saatchi Group
Leading cancer charity, Australian Cancer Research Foundation (ACRF) has today launched its new brand campaign - Outsmart Cancer for Good - in an integrated campaign via the M&C Saatchi Group.
The campaign centres around ACRF's unique approach of outsmarting cancer through funding major state-of-the-art infrastructure, equipment and technology. The aim is to help all Australians understand ACRF's vital role, thereby inspiring them to donate. ACRF is dedicated to the prevention, detection and treatment of all cancers, with an ambitious goal to end cancer by 2030.
Outsmart Cancer for Good marks a definitive shift for the brand, championing its focus on innovation. The Group spearheaded a collaboration between scientists, 3D animators, illustrators, media and creative agencies, together with hip-hop artist B Wise, to bring this campaign to life.
Says Russell Hopson, group managing director, M&C Saatchi: "We're delighted with this work for ACRF and know it will do wonders for this incredible cause. Together, a range of creative partners, a bunch of passionate people and a rising hip hop star, made something that's truly unique and profoundly memorable."
As a part of the collaboration, Bohemia has overseen a huge amount of media sponsorship to create impact in a wide variety of spaces. The media partner response has been overwhelming and is a vital part of bringing this work to market.
Says Kerry Strydom, chief operating officer, ACRF: "At ACRF we believe that together we can outsmart all cancers, and we won't stop until we do. There has been great progress in research in the last few years; however, more funds are still needed. Thanks to generous donations from our supporters, we fund world-class cancer research in Australia. Funds raised with this campaign will help give the brightest brains the tools they need to outsmart cancer."
The campaign extends across a variety of channels, including digital, social, OOH, CRM, PR and influencer engagement, radio, TV and cinema.