No More Kids with Cancer Mustard Challenge
Today's kids are still being treated with chemotherapy, based on the same chemicals found in Mustard Gas. In fact, only 3 drugs have bean approved in use for kids with cancer in 30 years. This is unacceptable.
No More Kids With Cancer was looking for a way to increase awareness, not just for childhood cancer and their foundation, but antiquated and brutal treatments given to these young patients. So we decided to introduce the #MustardChallenge, a simple way for everyone to have fun, spread the word, and help kids with cancer.
We created the program from concept, to strategy, branding, social media campaign, to a badging system — all on a cause related budget. The results were astounding, generating millions of impressions (to date) and over 300k pieces of user generated content in participation videos. The media took notice too. Celebrities, national & local TV stations and video bloggers rushed to take the challenge and dare their friends.
Client - No More Kids with Cancer
Agency - Pure Growth Consultants
Strategy Director / Concept - Oliver Gibson
Chief Creative Officer - Chris Clark
Creative Director - Tom Pastore
Creative Director - Rob Baumgartner
Art Director - Matt Fetter
Media / Client Services - Dani Simpson
Producer - Andria Castellano