The Alliance for Cancer Research has unveiled "One Note Against Cancer", a campaign fronted by Kylie Minogue.
Created by Publicis Conseil, the campaign looked to make Minogue, who has battled breast cancer, the centre of the campaign, rather than just a passive role.
The "One Note Against Cancer" campaign makes every note of a special song an appeal for donations through a fund-raising auction. This song, "Crystallize", was especially written by Kylie Minogue for this charitable campaign, with users able to put in a bid through eBay for one of the 4408 notes in the song.
Those who win the auction will receive the song "Crystallize" by Kylie Minogue, as a world preview; their name included in the credits of the song's video; and an ownership certificate for their note.
Publicis explained that following this phase of collecting donations through auctions, and once all of the winning bidders have received their prizes, the second phase of the campaign will be launched, whereby the song "Crystallize" will be on sale and all of the profits generated donated to APREC.
In order to organise the charitable distribution of this song on an international level, Publicis Conseil was able to rely on the support of Kylie Minogue, her management team and her co-composers.
There is no media budget, and the plan is to use Minogue’s social channels to push the campaign.