Edelman, IPG, Omnicom, others issue creative brief for ‘Working with Cancer’
By Abimbola Mohammed
At this year’s Cannes Lions, Working with Cancer has thrown out $100 million brief to advertising creatives from across the world. Creatives are asked to submit their ideas for a new global campaign tackling the stigma faced by people with cancer in the workplace.
As a true cross-industry coalition, Edelman, IPG, Omnicom, Publicis, and WPP will come together to invite creatives to join the briefing for this pioneering workplace movement.
Participants will compete with the best creative minds of the industry for the opportunity to create a campaign that will run on World Cancer Day 2024, in a global multi-media campaign supported by $100m.
The Working with Cancer brief entitled ‘The Big C’ calls on a culture-defying campaign for everyone living and working with cancer.
Cannes Lions will facilitate the judging process, using their world class systems, with a jury made up of senior creative and strategy leads across the five holding companies that are supporting the initiative. The team of jurors will include: Susan Credle (global chair & global chief creative officer, FCB), Chaka Sobhani (global CCO of Leo Burnett), Luiz Sanches (CCO of BBDO NA), Judy John (global CCO of Edelman) and Debbi Vandeven (global CCO of VMLY&R).
Working with Cancer aims to completely erase the stigma and insecurity of cancer at work. Today, the program initially launched by Publicis Groupe is an alliance of major international companies, with over 600 pledging businesses impacting up to 20 million employees, united by the aim to create an open, supportive and recovery-forward culture for cancer sufferers.
The program continues to be powered by partnerships with key cancer research bodies and influencers, including Dani Trops, The Stroups, CancerChic and Laurie MacCatskill.
Participants will be able to enter starting Monday, July 10, with a submission deadline of Friday, September 15. Judging will take place throughout October, with the winner announced at the end of that month
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