proving that laughter really is the best medicine

One Of The Gang

When kids get cancer it’s not always the disease they find most frightening, it’s being ostracized from their friends. This fear of being seen as different was the insight we needed to separate Clic Sargent from the other 350 Cancer charities in the UK.  Whilst they all went after people’s heartstrings to raise awareness we went after their funny bones. The opening salvo in this battle for people’s attention was this award-winning commercial.

Role: ECD

The Joke Appeal

What came next was the big idea. Rather than asking people to donate their money (as everyone else does) we simply asked them to donate jokes. We felt if we could put a smile on the nation’s face we could then do the same for all the youngsters that look to Clic Sargent for help. And boy did it work. Famous comedians stepped in to help raise awareness on their social channels, thousands of ordinary people uploaded jokes, and hundreds of thousands of pounds of free PR and column inches we gained.