End Kids' Cancer Asks People to Share a Life Event on Facebook to Raise the Profile of Underfunded Pediatric Cancers

June 7, 2017

by
RPA

Santa Monica, CA, June 7, 2017 — Because every child deserves a long life filled with memorable moments, End Kids' Cancer, a nonprofit organization focused on raising money and awareness of pediatric cancer, together with Facebook Creative Shop and ad agency RPA, is launching a shareable fundraising campaign on Facebook. People are encouraged to post a photo or Life Event so that a child with cancer might have the opportunity to experience the same moments.

"Less than 5% of the money currently donated to cancer charities goes to pediatric cancer1, in spite of the fact that children are particularly receptive to treatment and breakthroughs in the fight against pediatric cancer often lead to treatments against adult cancers as well," said Frank Kalman at EKC. "With this campaign, we hope to galvanize support for the more than 15,000 children diagnosed with cancer per year in the U.S.2 and raise funds for research."

Facebook users can participate by sharing a photo and figuratively "donating" an important experience or memory from their own lives (e.g., their first day of school, the day they got engaged, etc.) with the hashtag #ShareALifeEvent and a pre-written message explaining the purpose and the URL where individuals can make a donation. Users can nominate their friends to participate and pass the campaign forward.

A video shows the idea in action with the visually compelling message. To participate on Facebook, people are asked to follow the steps in the caption copy:

Did you know that less than 5% of all cancer funding goes to kids? When you #ShareALifeEvent, you'll spread the word that kids with cancer deserve long lives filled with wonderful moments. Here's how:
  1. Upload a photo and post with a caption that says, "Less than 5% of all cancer funding goes to kids, but every kid deserves great moments like this."
  2. Tag three friends and ask them to #ShareALifeEvent.
If you can, donate at EndKidsCancer.org/donate.

"Our goal is to take something that people are already doing on Facebook, and put that very human behavior to work for a great cause," said Dan Roberts, VP, Group Creative Director at RPA.

About RPA RPA, headquartered in Santa Monica, Calif., is a leading independent full-service advertising agency, whose mission is to create ideas and experiences that put "People First," within a culture that empowers individuals and teams. RPA has a proven track record of building brands while building businesses into positions of category leadership, and has been rewarded with many long-term client relationships because of it. RPA's client list includes American Honda, ampm, Apartments.com, ARCO, CoStar Group, Los Angeles Clippers, Farmers Insurance Group, Intuit Small Business, La-Z-Boy and Southwest Airlines. For more information, visit http://www.rpa.com.

1 according to Coalition Against Childhood Cancer

2 according to Coalition Against Childhood Cancer