French agency Publicis has partnered with a range of global advertising firms to launch an industry-wide call for a campaign to fight against the stigmas associated with cancer.
The move follows on from Publicis’ ‘Working With Cancer’ pledge launched in January this year, which rallied the business world to sign a pledge to “erase the stigma cancer in the workplace” by guaranteeing jobs for members of staff living with cancer.
For this extensive and far-reaching campaign, the agency has partnered with traditional rivals IPG, Omnicom, WPP and Edelman in the wake of its own CEO, Arthur Sadoun’s recovery from the disease in 2022.
An integrated mass media campaign was subsequently launched, spearheaded by a Super Bowl spot, and supported by a Christmas HPV campaign featuring Sadoun, chairman Maurice Lévy and Hollywood star Michael Douglas.
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As a result of these efforts, over 600 companies have since signed up to the original pledge, whilst the original January spot has taken home the Health Grand Prix for Good at the Cannes Lions this week.
The five firms are now calling on creatives to submit ideas between 10 July and 16 September for a campaign set to run on World Cancer Day next year, supported by £100 million media spend.
A panel of top creatives which includes Edelman global chief creative officer, Judy John, FCB’s Susan Credle, Leo Burnett’s Chaka Sobhani, BBDO North America’s Luiz Sanches and VMLY&R global chief creative officer, Debbi Vandeven.
