A constant flow of life achievements and happy moments from your Facebook friends can be exhausting, but RPA is encouraging people to do just that—share life moments on Facebook, from wedding pictures to graduation photos, all in the name of helping kids fight cancer.
The work for organization End Kids’ Cancer aims to spread a little joy and support, but it also has a larger barrier to tackle—funding. According to End Kids’ Cancer, less than 5 percent of all funding for cancer research is put towards pediatric cancer.
“The challenge for us was how do we get people to relate to something like this? It’s so horrific and unfathomable. How do we communicate this to them and inspire people to participate? It’s almost impossible to think about it too much,” Dan Roberts, vp, group creative director at RPA, said. “We decided to ask people to share a special moment in their life on Facebook, and post that photo with a message that only a tiny sliver of cancer research funding goes to children’s cancer research.”
From there RPA came up with the idea (with help from Facebook Creative Shop) for #ShareALifeEvent. The campaign asks Facebook users to share a memory or event that is important to them and use the above hashtag. Then users are asked to tag three friends to spread the word about the campaign and hopefully donate to the cause.
Frank Kalman founded End Kids’ Cancer a few years back after one of his own daughters had been battling cancer and undergone at least 150 weeks of chemo and countless weeks of radiation. Kalman and his family learned firsthand from this experience how little funding pediatric cancer research actually gets.
“Many people think that just because the doctors who are at these premier centers are well financed, but it’s not. All pediatric researchers are on their own and that’s why this kind of effort is so critical to us,” Kalman said.
Added Roberts: “It really is like a David and Goliath situation. Whether it’s Frank and his foundation trying to get money for this cause or children who are battling this disease. It really is such an underdog story. We just keep coming back to this figure, this tiny amount of money that’s portioned off for pediatric cancer research, and it’s really something we are hoping to change.”
Client: End Kids’ Cancer
President, Chief Executive Officer: Bill Hagelstein
Exec. VP, Chief Creative Officer: Joe Baratelli
Senior VP, Chief Marketing Officer: Tim Leake
Senior VP, Chief Digital Officer: Mike Margolin
VP, Group Creative Director: Marlon Hernandez
VP, Group Creative Director: Dan Roberts
Creative Director: Bang Pham
Associate Creative Director: Yama Rahyar
Senior Art Director: Hide Konishi
Art Direction Intern: Kyle Dempsey
Senior VP, Chief Production Officer: Gary Paticoff
VP, Executive Producer: Carolyn Casey
VP, Director of Digital Production: Dave Brezinski
Sr. Digital Producer: Ana Ponce
Digital Producer: Cassandra Mai
Broadcast Production Coordinator: Elijah Jones
VP, Director of Business Affairs: Maria Del Homme
Assistant Business Affairs Manager: Luke Richard
VP, Director, Content Production: Mark Tripp
Assistant Editor: Emelie Claxton
Executive Assistant: Alyse Zigman
Associate Director, Digital Strategy: Mike Dossett
Digital Strategy Coordinator: Emily Puig
Associate User Experience Architect: Sabrina Lee
Support Specialist: Nick Hayes