Lights against cancer
Being able to ride your bike again, holding someone really tight, celebrating another Birthday, … These things might seem insignificant but for people confronted with cancer they represent light. They provide support, hope and comfort.
“A light can make all the difference. It reminds me that I am not alone in this.” Goedele suffered from cancer and stars in this campaign. Riding her bike with friends is her light during the recovery.
The meaning of light is something very personal. This becomes clear in the TV and radio commercials where four people who had to deal with cancer illustrate what their light is. It confronts us with the dark shadow cancer casts over the lives of thousands of families.
On the online platform lichtpuntjestegenkanker.be you can not only dedicate a light to a loved one but also tell your story behind it. This way all the stories of support and hope come together and can give others strength.
The campaign will also shine on social media where people can share their light and incite others to also buy a lantern.
On 14 November all the purchased lanterns with a loved one’s name on it will be lit up together to become the Biggest Light against Cancer. The final show of the campaign will take place at the provincial recreation area in Boom and can only be watched on TV channel Eén. The show will be hosted by Siska Schoeters, who will shine a light on the people and stories the lanterns represent.
The proceeds will go to care projects for cancer patients and their loved ones.
Instagram emits light
Instagram turning yellow today was part of this campaign. Various known faces such as Frank Deboosere, Peter Van de Veire, Thomas Vanderveken and Kristel Verbeke shared a light inscribed with the name of someone close to them who is facing cancer or has been confronted with it. In doing so, they want to give them some much needed support.
Marc Michils, general director of Kom op tegen Kanker: “Cancer is dark. Now more than ever before. With this initiative we want to comfort and support everyone who is affected by cancer. We want to offer them light, because it can make cancer more bearable. Buy a lantern at lichtpuntjestegenkanker.be and be part of the Biggest Light against Cancer.”
Client Contact: Marina Van den Nouweland, Anke Berckmans, Sarah Van Dingenen
Creative Director: Kwint De Meyer
Creation: Jolien Elegeert, Catheline Leroy, Lennie De Troyer, Jan Lammens
Strategy: Dieter Riemaeker, Jan Lammens
Connection Planner: Fiona Boyle
Account Management: Melissa Bekaert, Molly Waeytens
Design & Development: Sven Verfaille
DTP: Céline Godaert
TVC Production: Caviar
Director: Jef Boes
Sound design/composing: Raygun - Peter Baert