A renowned creative team, including a puppet-maker who has worked with the Muppets and the designer of ITV Digital’s Monkey character, have donated their time and skills to produce a puppet-fronted awareness campaign for CLIC Sargent, the UK’s leading cancer charity for children and young people.
High street retailer hmv, which has supported the charity since 2008, and its creative agency Libertine developed the campaign to help the charity raise awareness of the impact of childhood cancer, and the services it provides to support the whole family through treatment and beyond.
The campaign has kicked off with a 40-second advert that highlights the work of CLIC Sargent’s play specialists, who use puppets and other play methods to make medical procedures such as radiotherapy less scary for younger children. It is currently being played at the hmvcurzon cinema in Wimbledon.
The ad is written by renowned copywriter and author Rohan Candappa, directed by celebrated creative director Derek Hayes and produced by an award-winning team at Bare Films. The full-size puppet was designed by Scott Brooker, who created ITV Digital’s Monkey; built by Janet Knechtel, who has worked with the Muppets; and animated and voiced by Mark Jefferis, who began puppeteering on Spitting Image and has also worked with the Jim Henson Company, Disney and CBBC.
John Wood, Managing Partner at Libertine says: “Charities often use hard-hitting images to raise awareness, but we wanted an approach that would engage people who are at the cinema to have a fun night out, but who might also be receptive to hearing about cancer and CLIC Sargent’s work. Just like in real life, the puppet enables CLIC Sargent to talk about cancer in a less intimidating way and it will appeal to both children and adults.”
Gennaro Castaldo, Head of Press & PR at hmv, adds: “CLIC Sargent makes a real difference to the lives of children and young people with cancer, but it relies on donations from the public, so raising awareness is vital for it to continue with its work. hmv is delighted to be able to use its contacts in the creative industry to help the charity in any way we can.”
The campaign will be supported by a national PR campaign across print, broadcast and social media, which will include a competition to name the lamb. CLIC Sargent is also exploring other opportunities for using the puppet in its awareness-raising, fundraising and in the delivery of its services.
Liz North, Director of Communications and Campaigning at CLIC Sargent says: “We are so grateful to hmv, Libertine and the rest of the creative team for their generous support in helping us raise awareness of the help we give to families who are affected by childhood cancer. Currently CLIC Sargent can only support two out of three children and young people diagnosed with cancer in the UK, but with the public’s help we could be there for each and every one.”
CLIC Sargent has teams of care professionals including play specialists, nurses, social workers and youth development workers at 27 hospitals across the UK.
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