We are at war with cancer right now. Sooner or later some of us will be forced to fight it, and we will need ammunition.
Saatchi & Saatchi, Platige Image and Interactive Solutions Poland have launched an integrated social campaign with Alivia – a unique Polish oncological foundation.
The campaign shows people suffering from cancer as fighters battling the illness, rather than helpless victims. The war is getting more and more serious and cancer doesn’t play fair: there are half a million oncological patients in Poland, and more than 100,000 new cases diagnosed each year.
To win this war each patient needs money to fund the treatments and drugs (not funded by national health foundation – NFZ) needed to combat the illness: a film created for the campaign shows a brave and determined female fighter. She fights a monster – a metaphor for evil cancer – but runs out of ammunition and needs money to purchase more. It is an analogy for the financial help needed by Polish cancer sufferers to fund their treatment.
Cancer treatment in Poland is also funded through donations, in particular from 1% of income tax that can be easily and personally transferred to Polish NGO’s. So the main message of the Alivia campaign is that 1% can help to combat cancer.
The film, produced by Platige Image, appeals to a younger generation by resembling a computer, and the environment resembles the inside of a real organism. The 60” spot is part of an integrated, multichannel campaign for release in cinemas, social platforms and TV.