Ad Council, NCCF, Y&R Take On Cancer

NEW YORK The Advertising Council, in partnership with the National Childhood Cancer Foundation, said Wednesday it will develop a PSA campaign intended to help children with cancer and their families receive the information, resources and support they need to conquer the disease.

Young & Rubicam in New York will create the pro bono effort, scheduled to launch in third-quarter 2004. The media mix will include television, radio, print and the Internet.

The campaign will seek to raise awareness that “childhood cancer—while growing in incidence—is increasingly curable, and will provide families with the resources that can help them improve the quality of their children’s lives and secure the best chance for a cure,” according to the NCCF.

“Too many children suffer needlessly because of a false perception that no real progress has been made in fighting childhood cancer when, in fact, there is such a promising cure rate,” Peggy Conlon, president and CEO of the Ad Council, said in a statement. “I believe that advertising can and will provide widespread awareness of this issue and communicate to children and families that there are resources available to help them defeat cancer.”

—Brandweek staff report