BBR Saatchi & Saatchi and the StopCancer Association present: The Cancer That Stuck Me

Every day in Israel, ten young adults ages 18-40 find out they have cancer. Still, the country’s support system does not recognize this age category as a population with special needs.

Quite the opposite in fact. For many of these young adults who are just starting out in life -  starting a family, buying an apartment, beginning their careers; getting cancer means getting stuck.

Why? Because young cancer patients (and even recovering young cancer patients) can't get a mortgage, women cancer patients are not told to freeze their eggs (in spite of what you can imagine cancer treatments may do to their ability to conceive & have a baby) and 60% of them are not hired back to work. For these people, getting cancer means getting stuck.

The “Stop Cancer” association was created to change that and provide a network of support for young adults with cancer. Therefore, in honour of the first ‘Young Adult Cancer Awareness Week’, BBR Saatchi & Saatchi launched #The_Cancer_That_Stuck_Me.

The idea behind the campaign was to emphasize that while a ‘regular’ 29-year-old, buying his first apartment, life is on track to move forward, the life of another person that same age, who just was diagnosed with cancer, suddenly gets stuck. While he is asked to deal with the disease, once recovered buying an apartment will be an impossible dream as he will not be eligible for any funding or mortgage.

The campaign carried which was carried out on every media platform available, attempts to illustrate how cancer patients are getting stuck. It began with organic Instagram stories which hit a nerve and spread everywhere as hundreds of celebrities joined the cause and shared their stories. Live prime television broadcasts froze, live radio broadcasts got stuck, as did TV Promos, movie trailers and YouTube pre-rolls. Even Israeli President Mr. Reuven Rivlin voiced his position. The case study shows much of this.

Advertising Agency: BBR Saatchi & Saatchi, Israel

Chief Executive Officer: Ben Muskal

Chief Creative Officer: Yaron Perel

Creative Director: Kobi Cohen

Art Director: Gali Divon

Account Supervisor: Moran Darzi

Account Executive: Adva Aviad

Media Strategy Manager: Ronit Shekel

Marcom Director: Eva Hasson

VP Content & Production: Iris Yisraeli

Producers: Livnat Alon

Photographer: Ron Kedmi

Video Photographer: Leehou Porat

Video Editor: Tom Lin

Original Music: Yaya Cohen Aharonov

Studio BBR Manager: Yaron Keinan

Studio BBR: Zehava Gonen Greenberg, Masha Varshitsky, Noam Carmel, Jenny Gindus, Eyal Vinitzer, Gabi Levi Elkayam, Robert Mizikovsky

Stop Cancer Team:

Marketing & Strategic Manager: Adi Muggia

Community & social network Manager: Yifat Mor

Minisite Content Manager & copywriter: Sharon Shinar

Minisite Technical operator: Liran Rozen (Anova company)

Tal Center non-profit organization Team:

CEO & Stop Cancer project manager: Shira Segal Kuperman

Chief Executive Officer of Foreign relations & resources developing: Saar Amir

Operation& publicity manager: Shani Adelshtein

Tal Center Founders: Zohar & Yankale Yakobson

Ben Horin & Alexandrovitz Public Relations Team:

Head of Public Sector Department: Amit Melnik

Team leader: Ortal Elias

Media consultant‏:  Yuval Mor