Aamu Foundation, Finland’s leading nonprofit supporting children’s cancer research, launched a campaign calling for life-saving donations this Black Friday.
The #CancerForSale campaign was developed with creative agencies United Imaginations and Ivalo, featuring ads styled with pastel imagery and familiar commercial tropes similar to Nordic children’s fashion promotions.
However, unlike trendy apparel, each ad carries an unexpected twist.
With text reading “Cancer for sale” and “LIMITED TIME ONLY," Aamu Foundation urges people to reconsider their spending habits this Black Friday, and instead, donate to life-saving research.
With the help of creative agencies in Finland, the OOH campaign is displayed on billboards across the country, at bus stops and train stations.
Laura Paasio, executive director of the Aamu Foundation, said the campaign borrows the same emotional triggers that make people shop on Black Friday.
“Our goal is to redirect that impulse towards saving lives. Without sustained donations, Finland risks losing access to the advanced treatments that save children with cancer,” she added.
The goal is to fight against the threat of decreased access to cancer research funding, which could hamper international treatment collaborations and emerging therapies.
“Without sufficient funding, hospitals here may lose opportunities to participate in global research efforts, which are essential for developing new treatments. It’s not just about survival; it’s about giving children a chance to thrive after recovery, free from debilitating long-term side effects,” Paasio explained.
The campaign will run across the country throughout Black Friday week and thereafter with digital out-of-home (DOOH), social media, and out-of-home (OOH) executions.
Aamu Foundation showcases its purpose-driven branding, raising funds to advance children’s cancer treatments and support long-term follow-up care for survivors during a holiday centered on spending.
Doing so creates an opportunity to shift how people think about their spending and consumption, instead encouraging them to make a meaningful impact.
Call for Support
At first glance, the short spot features three young girls having fun while seemingly showcasing their outfits like in a typical fashion commercial.
However, the phrases "Cancer for sale" and "Your chance to save" overlaid on the video obscure this happy scene.
One of the girls blatantly looks like a cancer survivor with a headscarf and fading eyebrows, bringing the message home for what the ad is truly about.
In the corner is another label, "LIMITED TIME ONLY," and upon closer inspection, the words around it form the overall message, "Without you, they have limited time only."
The girls continue to play as the spot ends with a call to action: "Make the wisest purchase of the season. Donate to children's cancer research."
Earlier this year, American actress Rosario Dawson partnered with American Airlines and the charity Stand Up to Cancer (SU2C) to help raise funds for cancer research.
