The Comedy TreatmentANZ x Cancer Society / Charity Sponsorship
Activation/AV/Poster/Social
Role: Concept, campaign development, scripts, headlines
The Comedy special about cancer that broke TV and fundraising records.
Cancer affects 1 in 5 NZers, yet it's still difficult to talk about.
So instead of another awareness campaign, we took a totally different approach. The Comedy Treatment was the world's first live comedy special, that was all about the big C.
It became New Zealand's most watched live comedy special and Cancer Society's most successful fundraiser ever.
Introducing New Zealand to the Comedy Treatment
Sold Out Live Event featuring six of New Zealand's biggest comedians. All talking about their experiences with cancer.
Driving donations on TV and at the event
Credits
AD Mark Cameron
CD Ashwin Gopal
CCO Shane Bradnick
Results
$1.2 million raised for cancer
303,560 views (most watched comedy special in NZ TV History)
42 cancer jokes landed
Recognition
YouTube Marketing Awards: Gold Excellence in Sponsorship Strategy
Beacon Awards: Silver Best Collaboration
AXIS Awards: Silver Brand Experience
AXIS Awards: Bronze PR
Spikes Asia: Finalist PR