Working With Cancer ‘Big C’ Brief is Officially Open

By Kyle O'Brien 

The Working with Cancer campaign has gained huge momentum after winning a Health Grand Prix for Good at the recent Cannes Lions International Festival of Creativity. Now, it’s officially opened up its entries for the “Big C” brief.

In Cannes, top creative leaders from Edelman, IPG, Omnicom, Publisic and WPP joined forces on stage to deliver one of the most high-profile briefs in the industry. The brief looks to marketers and advertisers to create a culture-defying program, experience or campaign that helps to erase the stigma and insecurity of cancer at work.

The brief, which could impacting the lives of up to four billion people invites the entire industry and beyond, as individuals or duos within one agency or cross-agencies, to create a campaign that will launch on World Cancer Day 2024, in a global multi-media campaign supported by $100 million.


Powered by Cannes Lions’ world class judging systems, judging will be led by senior creative and strategy leads across the five holding companies including Susan Credle (global chair and 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).

The brief follows Working with Cancer’s launch at Davos and a mass media global campaign around the Super Bowl. The campaign arose from Publicis chairman and CEO Arthur Sadoun’s announcement last year that he had a cancerous tumor removed.

The submission deadline is Friday, September 15. Judging will take place throughout October, with the winner announced at the end of that month. The winners will also receive a delegate pass to attend Cannes Lions 2024.

For more details please visit the Working with Cancer website and link through to the entry platform.