Saatchi & Saatchi 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 the 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 from 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.
Copywriter Marta Frączek and Art Director Aleksandra Zalewska commented: “We wanted to create a new approach towards cancer as a social issue which is usually presented from a victim perspective. The metaphor is strong and easily decoded, we don't overdo the story, the message is simple: money is the ammunition to kill cancer. And there is only one side to fight for - the side of those who want to live.”