Australian Cancer Research Foundation (acrf): THE ONE WHO WILL END CANCER [video]

Credits & Description:

Client: AUSTRALIAN CANCER RESEARCH FOUNDATION
Product: AUSTRALIAN CANCER RESEARCH FOUNDATION
Product/Service: AUSTRALIAN CANCER RESEARCH FOUNDATION
Advertising Agency: M&C SAATCHI Sydney, AUSTRALIA
Production Company: TOBY AND PETE Sydney, AUSTRALIA
Executive Creative Director: Ben Welsh
Art Director: Tristan Cornelius
Copywriter: Claire Stapleton
Executive Producer: Sharon Lewis
Senior Digital Producer: Matthew Roberts
Digital Design Director: Fabio D'aguanno
Senior Digital Designer: Chi Yusuf
Head of Technology: Roger Chapman
Senior Engineer: Ben Patterson
Software Engineer: Ticiana Andrade
Senior Software Engineer: Stuart O'Connell
Business Development Manager: Lucy Billington
Senior Account Manager: Georgia Nass
Producer: Nikki Marsh
Entry URL: https://theone.cancerresearch/
Describe the campaign/entry:
This idea empowers every Australian that they can help end cancer. While most charities want your money. The Australian Cancer Research Foundation (ACRF) just wants your face. Knowing that with your support and commitment we could talk to you about donating later.
In an integrated campaign we ask a nation to come together to be The One Who Will End Cancer.
Anyone could join ‘The One’ online thanks to streamlined navigation, intuitive design and clever technology. Built with webGL and HTML5 technologies within the browser, the site captures your face and seamlessly morphs it into ‘The One’ in real-time.
The automatic creation of a bespoke message, image and URL, gave supporters their own personalised social asset to share publicly on their social network to show their support for the Foundation.
Currently 2015 is the Foundation's best appeal year since inception 30 years ago.
The One has reach millions around the world and over 1.7 million Australians online. More importantly, The One and awareness of the ACRF continues to grow each day. Bringing us closer to the end of cancer.
Describe the brief from the client:
1 in 3 Australians are touched by cancer. ACRF’s mission is to make cancer and the heartache it brings obsolete through the discoveries of preventions, diagnoses and treatments.
The aim of this national campaign was to inspire younger Australians that together they have the power to be the one to end cancer. Knowing that with their support and commitment we could talk to them about donating later.
Creative Execution:
The Australian Cancer Research Foundation is dedicated to funding world-class research in an effort to end cancer. Everything they do is groundbreaking and state-of-the-art.
Our creative execution needed to be as technologically savvy as the work they do. Innovation needed to stay at the heart of this campaign.
Launching this February 4th and coinciding with World Cancer Day, we called on a nation to come together to join The One Who Will End Cancer. This is the live, evolving face of everyone and anyone who wants to support cancer research.
All donated media direct you to the campaign site where you could add your face to ‘The One’ and share on social network.
We called on the nation to join through cinema, TV, digital OOH, banners, posters, press and radio.
The campaign continues to run and will do until, yes, the end of cancer.
The ultimate success metric for this campaign will be improvements in aided and unaided brand awareness – particularly amongst younger Australians. For a charity such as ACRF, this brand tracking is done on an annual basis meaning that results since this campaign went live are not yet available.
What we know so far:
• Currently 2015 is the Foundation's best appeal year since inception in 1984.
• The One has reach millions around the world and over 1.7 million Australians online.
• Resulting in 1 in 6 unique visitors to The One, adding their face and details, just over one month since launch.
• The One and awareness of the ACRF continues to grow each day.
With minimal brand awareness and an ageing supporter base, the (ACRF) Australian Cancer Research Foundation’s ongoing challenge is to stand out in a sea of charities.
While it's clear that Australians in general prefer to stay loyal to a select few charities, younger Australians were found to be more 'promiscuous' in their charity support.
This presented the ACRF with an opportunity to recruit them as supporters, but with so many charities vying for their attention, the challenge was to engage them in the right way.
When it comes to charity support, there’s a growing tension between altruism and narcissism. Where a younger audience uses charity to help curate their 'social-self' and how others perceive them online.
And while most charities want your money, we just want your face. Introducing – The One Who Will End Cancer.