Clever Creative: An Imaginative Campaign

In today’s “Clever Creative,” we’ll look at how one foundation has found a way to create an imaginative campaign for kids with cancer.

Clever Creative: An Imaginative Campaign

Posted Tuesday October 10th, 2017 by in Creativity + Art.

When it comes to advertising a product or service, companies have a great deal of flexibility, making it easier to come up with a concept. But when they are faced with the task of creating an ad for a cause, the creative boundaries become tighter. If you are talking about a touchy subject, you have to make sure you’re not being offensive or insensitive, and so it can be difficult to achieve the same level of ad innovation as in other sectors. In today’s “Clever Creative,” however, we’ll look at how one foundation has found a way to create an imaginative campaign for kids with cancer.

Pediatric Brain Tumor Foundation: Imaginary Friend Society

The Pediatric Brain Tumor Foundation’s campaign for the Imaginary Friend Society makes us question why no one has thought to do this sooner. Unfortunately, childhood cancer rates have been rising over the last 30 years, making it important to know how to discuss the topic with children who are diagnosed, or just children in general. Cancer is an extremely difficult subject to talk about at any age, but even more so with kids who are still learning about the basics of life. What the Imaginary Friend Society and its campaign do is make it easier to understand and make it not so scary for kids. With 20 animated films that address the various aspects of cancer, parents and children can easily learn more about the disease and what to expect. Here are a few of those educational videos:


Besides the inventiveness of the films to discuss cancer-related topics with children, this campaign also uses other components to make it a truly imaginative campaign. The Pediatric Brain Tumor Foundation has created an entire world for the Imaginary Friend Society that brings the characters from the videos into the real world. They are using virtual reality and augmented reality technologies to make the friends not-so-imaginary as well as donating coloring books and posters with them on it. On top of that, kids can create their own imaginary friends and have them made into stuffed animals. All of these efforts combined make one all-encompassing and imaginative campaign that can make a difficult diagnosis a little easier for kids to understand.

Let us know what you think of these ads, and be on the lookout for next week’s installment of Clever Creative!

If you’re looking for some clever creative of your own, feel free to contact us.


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