1. TURNING A STATISTIC INTO A STORY
Every 12 minutes, someone in Australia is diagnosed with a rare or less common cancer. That's 120 people every day.
Created for Rare Cancers Awareness Day, Rare Cancers Australia wanted to bring that statistic to life by showing what those 12 minutes can mean for the person on the other side of a diagnosis.
The campaign finds people at different ages and stages of life as they begin to process the news that they have a rare cancer. They're dealing with the immediate fallout: The uncertainty, the questions, the plans that suddenly feel different, and the challenge of figuring out what comes next.
Rather than focusing on the diagnosis itself, the campaign explores the human moments that follow it.
And importantly, it reminds people that Rare Cancers Australia is there to support them through what comes next.
By putting people at the centre of the story, “Every 12 Minutes” becomes more than a statistic. It becomes a reminder that behind every number is a person, a family and a life suddenly changed.
2. BUILDING MORE THAN A HERO FILM
IPER was brought on to produce the campaign across multiple formats, creating a connected suite of content for Rare Cancers Awareness Day.
At the centre was the campaign video, designed to tell the story and establish the emotional tone of the campaign.
From the same production, we also created social content and static campaign assets for online and print, allowing the idea to reach audiences across multiple touchpoints.
This meant thinking about every shot beyond its role in the film, considering how moments could translate into social, digital and static applications while maintaining a consistent visual identity.
The result was a campaign that could live well beyond a single piece of video.
3. MAKING EVERY TOUCHPOINT COUNT
A campaign doesn't exist in one format anymore.
Audiences might discover the campaign through the hero film, encounter it again through social, or see the same message in a static digital or printed execution.
Each asset needs to work independently, while still feeling part of the same campaign.
For Rare Cancers Australia, that meant creating a visual language that could move seamlessly between motion and stills, while keeping “Every 12 Minutes” at the heart of the communication.
By considering the entire campaign during production, rather than creating individual assets separately, we were able to create a cohesive body of work from one creative idea.
4. WHEN A SIMPLE IDEA CONNECTS
The campaign video went on to reach more than 50,000 views with a 95% retention rate, showing the power of a simple idea when it is grounded in a human story.
At the heart of the campaign was one number: 12.
It gave audiences a simple way into a complex and confronting issue.
For Rare Cancers Awareness Day, the campaign helped turn an often overlooked statistic into something personal and relatable, reminding audiences that behind every diagnosis is a person, a family and a life suddenly changed.
Have a story that deserves to be heard? Let’s bring it to life.
