An inspirational awareness advert from children and young people’s cancer support charity CLIC Sargent, featuring one teenage cancer patient’s story, hit cinemas this week, thanks to Digital Cinema Media (DCM), the UK’s market leader in cinema advertising, which generously supported the charity with cinema space.
The film has already been screened 1,000 times across the UK, with the campaign expected to run into July.
The uplifting 70-second ad, titled I’m still here, was made on a pro-bono basis by advertising agency McCann Enterprise and sees 18-year-old Charlotte Eades, who is supported by CLIC Sargent, talk through what life has been like since doctors found tumours in her brain and spine in July 2013.
The film is set against a powerful background of personal photographs and video taken during treatment.
The film was made to raise awareness of the impact of cancer on young cancer patients like Charlotte and CLIC Sargent’s vital support – and also asks the public to support the charity’s #3outof3 appeal for donations.
Since it launched online on 10 June the film has been viewed over 93,000 times.
Sybilla Harvey, who is part of the creative team at McCann Enterprise, and the writer of the film, found Charlotte while researching the project.
As well as being an ambassador for CLIC Sargent, Charlotte also has her own YouTube Channel which she set up 11 months ago to inspire other young people with cancer.
Will Shepherd, Creative Director at McCann Enterprise, said: "We wanted to engage people with one young person’s story, in just over a minute, and using the visual material from Charlotte's life meant we could do that in an impactful and visceral way.
“Working with Charlotte has been a real privilege for us. Her spirit and grit are inspiring, and that comes out in the film.”
Zoe Jones, Marketing and Insight Director at DCM, said: “CLIC Sargent's new ad sends out an extremely inspiring and important message to young people.
"With over 77% of the GB population being cinemagoers, we're proud to support them with the launch of their campaign, to broaden its reach and to help them target cinema's young, upmarket and early adopting audience.”
Liz North, CLIC Sargent’s Director of Communications and Campaigns, said: “One of our key strategic goals is to expand our support for young people, so we asked McCann Enterprise to help us paint a picture of what young people with cancer face, and why more support from CLIC Sargent is vital.
"Our new ad, ‘I'm still here’, does exactly that.
“We are incredibly grateful to the team at Digital Cinema Media for their support, which will help us reach an even larger audience.”
Text THREE to 70007 to donate £3 to CLIC Sargent’s #3outof3 campaign or visit www.clicsargent.org.uk
Notes to editors:
For more information or interview requests or hi-res photography or stills from the film, please contact email@example.com or call 020 8752 2938.
To embed the film into your website please use this link:
<iframe width="560" height="315" src="https://www.youtube.com/embed/BIv9O44m0C4" frameborder="0" allowfullscreen></iframe>
About CLIC Sargent
CLIC Sargent is the UK’s leading cancer charity for children and young people, and their families. We provide clinical, practical and emotional support to help them cope with cancer and its impact on their lives. For more information visit www.clicsargent.org.uk
About CLIC Sargent’s ‘I’m still here’ film and our new #3outof3 fundraising campaign:
CLIC Sargent marked its ten year anniversary this June (from the merger of two successful smaller charities supporting young cancer patients). The ‘I’m still here’ film starring Charlotte Eades was made to raise awareness of the impact of cancer on young cancer patients like Charlotte and CLIC Sargent’s vital support – and also asks the public to support the charity’s #3outof3 appeal for donations.
The film ends with the message that CLIC Sargent can currently only support two out of three of the young people who need us – and calls on viewers to join us to help make that three out of three: Let’s make it #3outof3 Text THREE to 70007 to donate £3.
CLIC Sargent needs to raise an additional £66 million by 2025, above the income it currently raises each year, so that we reach every young person who needs our support.
We rely almost entirely on voluntary income and the generosity of our supporters to fund our vital work. This means that every year we have to raise from scratch the funds we need to provide our services at current levels. Last year we supported more than 6,600 children and young people with cancer and their families. We cannot carry on transforming the lives of young cancer patients and their families without our supporters.
About cancer in children and young people
Every day, 10 children and young people in the UK hear the shocking news they have cancer. Treatment normally starts immediately, is often given many miles from home and can last for up to three years. Although survival rates are over 80%, cancer remains the single largest cause of death from disease in children and young people in the UK.
About Charlotte Eades
Charlotte Eades is 18 and is going through cancer treatment. She vlogs and blogs about her experiences to help others, as well as sharing fashion and beauty tips. She is also an ambassador for the children and young people’s cancer charity that supports her, CLIC Sargent.
For additional quotes from Charlotte about her life and the film for your report please contact firstname.lastname@example.org
Follow Charlotte on Twitter: @charlotteeades_
Follow Charlotte on YouTube: https://www.youtube.com/channel/UC6bE4OSCx99n7pF3vtZQMrw
Note to sub editors
Please note that the name ‘CLIC Sargent’ should not be abbreviated to CLIC, and that the word ‘CLIC’ should always appear in capitals, as above.
About Digital Cinema Media (DCM)
Digital Cinema Media (DCM) is the market leader in UK cinema advertising, providing 2929 screens at 455 sites for advertisers. DCM sells 80% of the cinema advertising market through exhibitors including ODEON, Cineworld, Vue, Picturehouse and many independent cinemas. In 2012, DCM switched to digital operation, allowing cinema advertising to be faster, more flexible and even more creative than ever before. Digital operation enables advertisers to book campaigns by the day instead of by the week and to submit copy a week in advance compared to the previous three week lead time demanded by traditional methods.
About McCann Enterprise and the creative team behind I’m still here
McCann Enterprise is a division of global advertising agency McCann Erickson. McCann Enterprise is a full service agency, specialising in strategic branding, helping organisations understand their own cultures and communicate in a way that expresses who they really are. They create everything from visual identity that captures a client’s essence; to advertising that speaks their voice; to films that project their personality.
McCann Enterprise has been working with CLIC Sargent to help the charity engage and inspire more people to support the charity’s cause, so that it can raise the funds necessary to ensure every child and young person with cancer can get the support they need.
Creative team - I’m still here:
- Creative Director – Will Shepherd
- Managing Partner – Jeremy Davis
- Copywriter – Sybilla Harvey
- Art Director – Paula Amaral
- Head of planning – Ruth Pateman
- Producer – Sophie Chapman-Andrews
- Senior Account Manager – Lucy Richards