With minimal brand awareness and an ageing supporter base, the (ACRF) Australian Cancer Research Foundation’s ongoing challenge is to stand out in this sea of charities and ultimately break into the select few who receive ongoing support.

While it's clear that Australian's in general prefer to stay loyal to a select few charities, younger Australian's were found to be more 'promiscuous' in their charity support. This presents ACRF with an opportunity to recruit them as supporters but with so many charities vying for their attention, we would need to engage them in the right way.

The Australian Cancer Research Foundation is dedicated to funding world-class research in an effort to end cancer. Everything they do is groundbreaking and state-of-the-art.

Our creative execution needed to be as technologically savvy as the work they do. Innovation needed to stay at the heart of this charity.

Launching this February 4th and coinciding with World Cancer Day, we called on a nation to come together to join The One Who Will End Cancer. This is the live, evolving face of everyone and anyone who wants to support cancer research.

All donated media direct you to the campaign site where you could add your face to ‘The One’ and share on social network.

We called on the nation to join through cinema, TV, digital OOH, banners, posters, press and radio.

The campaign continues to run and will do until, yes, the end of cancer.

The ultimate success metric for this campaign will be improvements in aided and unaided brand awareness – particularly amongst younger Australians.

For a charity such as ACRF, this brand tracking is done on a bi-annual basis meaning that results since this campaign went live are not yet available.

What we know so far:

• The One has reach millions around the world and over 1.7 million Australians online.

• Resulting in 1 in 6 unique visitors to The One, adding their face and details, just over one month since launch.

• The One and awareness of the ACRF continues to grow each day.