Developed by Publicis Groupe, the ad campaign debuted during the 2023 Super Bowl, aiming to shed light on the importance of supporting colleagues dealing with cancer in the workplace. While previous campaigns on cancer have often focused on its impact on individuals or families, this new initiative takes a different approach by exploring its effects on working life.

Part of the "Working with Cancer" initiative launched by Arthur Sadoun, CEO of Publicis Groupe, at the 2023 World Economic Forum in Davos, the campaign aims to foster an open and supportive work environment for cancer patients, drawing from Sadoun's personal experience with cancer treatment. The program has garnered support from major brands including Abbvie, Adobe, Bank of America, and others.

Timed to coincide with World Cancer Day on February 4, the campaign features a TV spot directed by Elena Petitti Di Roreto and Martin de Thurah, depicting the challenging journey of cancer patients and the crucial role of workplace support. Complementing the TV spot are OOH and digital ads highlighting the statistic that half of us will face a cancer diagnosis in our lifetime, emphasizing the collective responsibility to support cancer patients at work. The campaign has received $100 million in donated media support from various partners and will also be showcased during the Super Bowl on February 12, marking a historic investment by a holding company in Super Bowl advertising.

AWARDS
Clio Health Awards 2024
- Partnerships & Collaborations Grand Prix

Cannes Lions 2023
- United Nations and Lions Health Grand Prix for Good
- 1 Gold in Health & Wellness

CREDITS
Brand: Memorial Sloan Kettering Cancer Center (MSK).
Advertising Agency: Publicis Groupe - La Fondation Publicis ; Publicis Conseil, Paris ; Le Truc, New York ; Digitas, New York ; Saatchi & Saatchi Health, New York ; Publicis Groupe UK, London.
Production: Object & Animal, Los Angeles.
Post Production: Harbor, New York ; Prodigious, Paris ; PXP Studios, New York ; The Mill, Paris.
Media: Harbor, New York ; Prodigious, Paris ; PXP Studios, New York ; The Mill, Paris.
PR: MSL New York ; Publicis Consultants, Paris.
CEO: Arthur Sadoun.
Chief Talent Officer: Emmanuel André.

Film:
CCO: Marco Venturelli.
Head of Art: Maud Robaglia.
Creatives: Laura Aondio, Francesca Vitello.
Production Company: Henry.
Directors: Elena Petitti Di Roreto, Martin de Thurah.

OOH:
CCO: Andy Bird.
Art Director: Truman Florence.
Designer: Jimmy Campbell.

Video copyright: Cannes Lions (canneslions.com) and The Work (lovethework.com).

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