CLIC Sargent campaign targets cinema's "young, upmarket and early adopting audience"

Young people's cancer support charity CLIC Sargent has turned to cinema advertising to raise awareness of the impact of cancer on young patients and the charity's vital support.

Featuring the story of one teenage cancer patient, 18-year-old Charlotte Eades, the campaign is supported by Digital Cinema Media (DCM) and was created pro-bono by McCann Enterprise.

"We wanted to engage people with one young person's story, in just over a minute, and using the visual material from Charlotte's life meant we could do that in an impactful and visceral way," explained Will Shepherd, creative director at McCann Enterprise. "Working with Charlotte has been a really privilege for us. Her spirit and grit are inspiring, and that comes out in the film."

Liz North, CLIC Sargent director of communications and campaigns, said: "One of our key strategic goals is to expand out support for young people, so we asked McCann Enterprise to help us paint a picture of what young people with cancer face, and why more support for CLIC Sargent is vital."

DCM's marketing and insight director, Zoe Jones, added: "We're proud to support them [CLIC Sargent] with the launch of their campaign, to broaden its reach and to help them target cinema's young, upmarket and early adopting audience."

The film has already been screen 1000 times across the UK with the campaign to run into July. The work urges the public to support CLIC Sargent's #3outof3 appeal for donations.

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