Children’s Cancer Institute launch ‘Donate Your Age’ with Orphan

Children’s Cancer Institute has launched ‘Donate Your Age’ - a powerful new fundraising campaign created by independent agency Orphan. ‘Donate Your Age’ will ask members of the public to donate $1 for every year of life that they have been lucky enough to live, to help cure every child of cancer.

Ant Hatton, founder of Orphan says: “Most of us complain about getting old. The grey hairs, the lines, and the wrinkles. But the truth is, growing old is actually a privilege.

Something we should all be thankful for. Sadly, 3 children die from cancer every week in Australia. These kids don't get the chance to find out what they want to do, or who they want to be.

‘Donate Your Age’ is not just about giving, it’s about gratitude. It’s about showing your appreciation, for every precious year of life that you’ve been given. If you’re 32, you can donate $32. If you're 56, you can donate $56, and so on.”

Back in September 2022, independent agency Orphan, created a new brand platform for Children’s Cancer Institute titled ‘A life should be long’. Donate Your Age is the first major fundraising campaign to be executed under the new platform.

Hans Berents, founder of Orphan says: “At Children’s Cancer Institute, their belief is that every child should outlive childhood. Through medical research, their aim is to provide safer treatments for children, so that one day, every single child will beat this disease and get the chance to grow up and grow old like the rest of us.

In a crowded charity category, with so many important organisations reaching out for money, we wanted to do something specific to the cause rather than a generic call for donations. Donate Your Age is a fresh take on fundraising, firmly rooted in empathy and gratitude, and could only be done for a children’s charity such as Children’s Cancer Institute.”

With tough times ahead, the campaign aims to get many more people, donating a smaller amount. With Donate Your Age, the younger you are, the less you are asked to give, so the hope is that the younger generation will get involved with the campaign and the cause too.

Heather Mcllfatrick, - general manager, brand, communications & digital at CCI says: “When we kicked off the A Life Should be Long concept with Orphan last year, we knew it had enormous potential and really resonated with our donors. Ant and Hans have found the perfect way of taking this concept to the next level through the unique Donate Your Age campaign.

Arresting and engaging, the stunning creative and simple call to action, showcasing different people at different stages of life, will, we hope, make it very difficult to ignore! Jump onboard and help our researchers cure all kids of cancer."

The ‘Donate Your Age Campaign’ will run until September 2023, and consist of TV, cinema, OOH, DM, print, digital, and social. If you would like to help find a cure for every child with cancer, Donate Your Age today @ccia.org.au