The Kids’ Cancer Project aimed to significantly raise national awareness

Television

The Kids’ Cancer Project

Challenge:

The Kids’ Cancer Project aimed to significantly raise national awareness around the devastating reality of childhood cancer and the profound impact it has on families all over Australia. The primary objective was to drive immediate public donations to fund pioneering scientific research and clinical trials, supporting the charity’s ultimate quest of achieving a 100% survival rate. Central to this strategic push was maximising donor engagement and driving unprecedented funding for their K’day campaign, the charities’s annual signature double-donation day and one of their critical fundraising campaigns of the year.

Solution:

The Kids’ Cancer Project collaborated closely with Nine to craft a high-impact, multi-platform media solution. The partnership centred on an exclusive, national broadcast segment on the TODAY Show timed to K’day. By placing the charity’s mission within a premium morning news environment, Nine provided a highly visible national spotlight to educate the public on childhood cancer statistics and the need for kinder, more effective treatments, while directing high-intent viewers to live donation portals.

Agency or Direct

Direct
Client

The Kids' Cancer Project
Dates of Activity

February 2025
Media Formats

Metro TV & 9Now
Budget

$100,000
Category

Charity

Campaign Creative

Execution:

The campaign execution coupled immediate event-driven TV with a sustained, year-long media architecture throughout 2026 to maintain top-of-mind awareness. The centrepiece was a dedicated national broadcast on the TODAY Show featuring courageous ambassador storytelling, which vividly highlighted the critical need for childhood cancer research funding to millions of viewers.

To reinforce this momentum outside of K’day, Nine delivered a comprehensive annual media package that unlocked premium commercial placements and integrated billboards within the 9News morning broadcast. Plus, to diversify the charity’s reach and connect with a younger, broader demographic, Nine expanded the campaign’s footprint by running targeted commercial spots across the premium MTV ecosystem throughout the year.

On-air integrations

Results

Generated widespread national reach of The Kids’ Cancer Project brand and greater public empathy for childhood cancer research by leveraging Nine’s morning news and digital properties.

Directly accelerated fundraising momentum during K’day 2026, propelling The Kids’ Cancer Project to eclipse its original donation goal by $30,000.

Contributed to a phenomenal single-day fundraising total of over $430,000, effectively securing the equivalent of 50 life-changing pharmacogenomic tests to reduce treatment toxicity for children.

Unlocked highly efficient, year-long awareness through premium billboard and commercial alignment on 9News and the MTV ecosystem, ensuring a sustained pipeline of donor consideration.

Source: The Kids’ Cancer Project internal analytics 2026. Testimonial sourced from: https://www.thekidscancerproject.org.au/stories/march-2026/kday-kicks-door-down.

Hear what the client had to say

“Our K’day 2026 campaign with our annual media package has reinforced the determination of Australians to make a difference for kids with cancer. We’re so thankful to each of our matching partners, major donors, individual givers and wider community who have helped us fund 28 research projects, in 21 institutions nationally, over the last 12 months as we set our sights on a 100% survival rate for kids diagnosed with cancer.”

Owen Finegan
CEO

Let’s work together.

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