Muse Creative Awards | International Advertising Awards

United States

2018

Cancer Stories

Entrant Company

Viscul Creative

Category

VIDEO

Client Name

Our Family Foundation

Sub-Category

TV Ad Campaign

With beneficiaries like, Dana Farber, Memorial Sloan Kettering, John Hopkins and The Children’s Miracle Network, Our Family Foundation seeks to give back to the children of the local communities that it serves. In doing so, it solicits the customers of Stop & Shop, Martin’s, and Giant to join with them in the fight against childhood cancer. THE CHALLENGE In 2017, Viscul came alongside Our Family Foundation to create a serious of videos to be used to create a series of videos that feature the individual stories of children fighting this very disease. Sponsored social media posts that highlight the videos in their respective areas of the region would be used to spread the message. THE INSIGHTS Through Our Family Foundation had done a similar campaign in years past, it wanted to step up its game in bringing the benefactors of these funds to the forefront. It also wanted to put a face to the story to form an emotional connection with customers in hopes to increase the amount given. THE SOLUTION A series of documentary-style videos that introduce several faces from each institution that receives funds from Our Family Foundation. Video shoots would take place at the hospitals as well as in the home environments of the children. Interviews would focus on the perspectives of the children and their families as well as on how these funds make a difference and provide positive outcomes for today’s children but also children who will face these diseases in the future. THE RESULTS The 2017 campaign raised over $9.6 million to support the above-listed organizations and their patients.

Credits

Account Executive
Jessica Hughes
Creative Director
Randall Hughes
Art Director
Jay Basinger
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