We face cancer. Together.

We face cancer. Together.

A choral film that brings together the voices of those who believe in the power of research.

For 60 years, AIRC Foundation has been a driving force, a community united in the search for ever more effective cancer treatments. Backed by 4.5 million supporters, it fuels the work of nearly 600 researchers, standing as the leading independent supporter of cancer research in Italy. While its roots run deep thanks to longtime donors, today AIRC looks to the future, aiming to inspire and involve a new generation.

Our challenge was to define a more modern and immediate communication approach, one that could strike an emotional chord and inspire every audience to join the AIRC community.

To achieve this, we developed the brand’s new creative strategy and produced a choral film in which members of the community express their trust in research through a shared statement of intent, which also becomes the new brand payoff: “We face cancer. Together.”

The film weaves together the real stories of researchers who dedicate their lives to studying cancer, of people affected by the disease who, thanks to treatment advancements, can now envision a different future, and of donors who choose to believe in and support research. All these narratives come together in a real treatment that speaks to everyone.The manifesto film, in addition to the full-length version of over a minute, also includes 30" and 15" cuts.

These versions, grounded in scientific evidence, not only deliver a message of trust and determination in making cancer more treatable but also feature a call to action, encouraging viewers to join the movement by donating their 5x1000 to AIRC and cancer research. The film acts as the hero content in an omnichannel campaign, covering TVC, radio, Spotify, social media, digital, OOH, and a multi-subject print campaign.