Since only 4% of cancer research funding reaches pediatric cancer research, every donation matters. So, when RPA partnered with End KidsCancer (EKC), the task was about more than just raising awareness; it was also about inspiring action. EKC is a nonprofit foundation dedicated to finding a cure for neuroblastoma, a type of cancer affecting infants and young children, and helping families affected by the disease. But RPA’s goal was fighting for the attention, and funding, that pediatric cancer research deserves.
We wanted to create a spot that could cut through to potential donors and connect with them emotionally, but also one that informed and spurred them to act. The spot, “By the Numbers,” uses early childhood milestones to illustrate the real impact the statistics related to neuroblastoma. Numbers on wooden blocks, soccer jerseys, birthday cake toppers, and penciled writing on a door frame reveal statistics about the deadly disease. By framing the sobering reality of neuroblastoma against such relatable moments, we helped potential donors who can identify with the kids, siblings, and parents who are dealing with it.
But the spot ends on a hopeful note — with a promise that End Kids Cancer will keep working toward a cure for neuroblastoma, and an invitation for donors to help them do so.
