Every Child Deserves To Live Happily Ever After

Childrens Cancer Institute in Australia is working with St George Bank to raise funds for cancer research, using a series of nursery rhymes. For the months of September and October Children’s Cancer Institute Australia for Medical Research (CCIA) is asking Australians to help raise $10 million for the development of the Lowy Cancer Research Centre so that they can move one step closer to defeating childhood cancer within the lifetime of a child born in 2020.

Jack and Jill

Jack and Jill went up the hill to fetch a pail of water.
Jack fell down and broke his crown and Jill came tumbling after.

Print Campaign

Each print advertisement shows children struggling with the reality of cancer, with the appeal, “Every child deserves to live happily ever after. Donate today.” The nursery rhymes themselves come from an era in which children struggled with disappointment and dreariness.

Cancer Cancer Go Away

Rain rain go away,
Come again another day.
Little Johnny wants to play;
Rain, rain, go to Spain,
Never show your face again!

Rock a Bye Baby

Rock-a-bye, baby
In the treetop
When the wind blows
The cradle will rock
When the bough breaks
The cradle will fall
And down will come baby
Cradle and all

The Little Boy Who Climbed the Big Mountain

Paralympic athlete Michael Milton, who lost a leg to cancer at the age of nine, features in the direct mail and television campaign.

Michael Milton skiing in Child Cancer book

A picture book tells the story of Michael who, at the age of 14, competed at the 1988 Paralympic Games in Innsbruck, Austria, skiing on one leg. At the age of 19 he won Australia’s first ever winter gold. In 2002 he won gold in every single event he competed in. He is currently competing at the Beijing Paralympics as a cyclist.

Click on the image below to play the video.


The Child Cancer campaign was developed pro bono at Singleton OgilvyOne, Sydney, Australia, by creative director Simon Bloomfield, art director Karolina Bukowiecka, copywriter Shelley Dodd.

Illustrators on the print campaign were Steven Nuttall and Anton Petrov with retoucher Akhalak Parkar.