Orphan Urges People to 'Donate Your Age’ to Children's Cancer Institute

Independent creative agency Orphan has launched the latest instalment of the ‘Donate Your Age’ campaign, a fundraising platform for Children’s Cancer Institute, aimed at cutting through Australia’s crowded charity landscape and driving support for life-saving childhood cancer research.

In Australia, three children lose their lives to cancer every week. To tackle this, Orphan developed a simple yet personal campaign in which Australians are invited to donate their age -- to donate $1 for every year of life they have been given. If you’re 24 years old, you give $24. If you’re 86, you give $86. And so on.

Ant Hatton, founder at Orphan, said, “'Donate Your Age' isn’t just about giving, it’s about gratitude. It’s about showing appreciation for every year of life you have been lucky enough to live. And it’s about helping countless sick children get the chance to live a long life, just like you have.”

Heather Mcilfatrick, general manager, marketing at Children’s Cancer Institute, said, “Cancer kills more children than any other disease, so our research is critical to pioneer safe and effective treatments. Children deserve to grow up and grow old but only research can change outcomes.

"Our ask for the campaign was that it had smart cut through in a cluttered market, drove acquisition of new donors and showcased the unique ‘love and science’ proposition of Children’s Cancer Institute.

"We couldn’t have asked for better than 'Donate Your Age' with its crisp call to action alongside its reflection on the privilege of getting older and being grateful for that. One dollar for every year you’ve been lucky enough to live, it’s that easy. With an FIA award for best innovative campaign and over 2000 new donors, we’re only getting started with this beautiful campaign."

The integrated campaign is now live across TV, OOH, digital and social channels, with further channels planned for Children’s Cancer Awareness Month in September.

‘Donate Your Age’ is the latest campaign under the brand platform ‘A life should be long’ which Orphan created for CCI in 2022.