Tag: Canteen

Australia – UM Australia has been selected as Canteen’s media agency of record, with effect immediately. UM’s Canteen responsibilities include performance, above-the-line media strategy, planning, and purchasing. The goal in this mandate is to grow supporter numbers in order to reach more young people impacted by cancer. 

The mandate, made effective following Canteen’s recent brand revamp, began with promoting National Bandanna Day and increasing brand recognition. This year is the fundraising event’s 30th anniversary. Over the previous 30 years, it has raised millions of dollars to support young people in finding the friendship, support, and connections they need to overcome the challenges presented by cancer. 

The Canteen will mark the 30th anniversary of National Bandanna Day on Thursday, October 24, 2024. 

Speaking about the appointment, Andrew Clift, managing partner, (House of Performance), UM, said, “To help them find new donors in today’s challenging market Canteen was looking for an agency who can combine performance marketing strategies with a focus on storytelling and community engagement. Paramount to the overall success of the media strategy was finding new ways to engage regular givers as Canteen continues to play a pivotal role in the lives of young people affected by cancer.” 

He added, “A tall ask, but very attainable by taking a holistic approach and leveraging the full portfolio across all paid, earned, and owned media channels. To improve the donor experience we will use UM’s House of Performance framework, which can measure and optimise campaigns from above-the-line (ATL) initiatives through to digital acquisitions.” 

Meanwhile, Janelle Cook, executive director of marketing and fundraising, Canteen, “Canteen is committed to helping young people through a world turned upside down by cancer and UM’s appointment further amplifies our commitment. UM will help bring our mission to life through innovative media strategies and engaging campaigns building Canteen’s efforts to increase fundraising so we can continue our vital work. From early in our discussions, UM’s team demonstrated a passionate commitment to our cause. Coupled with their outstanding strategic insight, media buying and planning nous, this will make for a brilliant partnership. I can’t wait to see what we can achieve together.” 

Lastly, Clift remarked, “UM looks forward to creating innovative work to engage with young people, their families and the wider public and drive positive change.”

Australia – Canteen, the Australian national support organization for young people living with cancer, has launched a new campaign, highlighting its refreshed brand positioning. 

In contrast to the usual approach in supporting acts of ‘bravery’ against fighting health conditions, the new campaign, which was created in collaboration with advertising agency Havas Village Australia, aims to encourage the youth impacted by cancer to take off ‘their brave faces’ and be open to embracing the help they need when times are tough.

Through the campaign, Havas honed in on a creative approach centered on ‘unmasking’ to highlight how young people can feel safe to express what they’re truly feeling. The ‘unmasking’ proposition spearheads the launch campaign creatively, with the simple but powerful message to ‘Take off your brave face. When cancer gets tough, find the support you need.’

A new support-focused brand tagline – Cancer support made stronger – will appear across Canteen’s communications and marketing collateral.

Kerry Kalcher, Canteen’s head of marketing and communications, said, “This campaign is a wonderful first step towards achieving our brand objectives and the culmination of the journey we’ve been on with the entire Havas team over several years.”

Canteen said that the work began with extensive quantitative and qualitative research, including focus groups with parents and young people, to gauge awareness that would resonate best, and most importantly, to encourage seeking support.

Elizabeth English, Havas Blvd’s client services director, shared that bringing this campaign to life has been a collaborative process with Canteen and the agency had the benefit of direct insight gleaned from Canteen’s own young people.

“No young person should have to face the impact of cancer alone, and we hope that this campaign will continue to build awareness that Canteen is in their corner to help,” said English.

Meanwhile, Steve Fontanot, the managing director of Red Havas and Havas Blvd, noted that Canteen is focused on making a meaningful difference to young people, whose lives have been impacted by cancer. 

“We’re very proud of the work that our collective teams have delivered over the years, with this latest campaign being the culmination of the many passionate humans who are dedicated to this truly integral organization,” said Fontanot.

The campaign will be running until 31 December 2021 across OOH, video, social media, and youth-oriented digital channels including Twitch, as well as radio, and Spotify.