TV Commercial
The Kids'
Cancer Project
The Kids’ Cancer Project is driven by the ultimate goal of a 100% survival rate for all children, adolescents, and young adults diagnosed with cancer. Through our long-term partnership, 1 Minute Media has supported this mission with premium video marketing, from powerful research case study documentaries and large-scale event coverage to national TV spots and social media campaigns. These initiatives have unlocked vital sponsorship and funding, powering the research that brings The Kids’ Cancer Project closer to this life-changing goal every year.
In this showcase, we present the process behind one of our standout campaigns – The Better Health Challenge fundraiser.
“As a charity that funds childhood cancer research, our message is extremely important. The team at 1 Minute Media understands the importance of our key messaging with every video request, they are able to meet tight timelines with the highest quality.”
Kate Tannous
Chief Operating Officer
“As a charity that funds childhood cancer research, our message is extremely important. The team at 1 Minute Media understands the importance of our key messaging with every video request, they are able to meet tight timelines with the highest quality.”
Kate Tannous
Chief Operating Officer
Mission
The Kids’ Cancer Project’s mission is to ensure that no child loses their life to cancer and finding more effective treatments. Video is an essential component of the marketing that raises funds for kids cancer research.
As The Kids’ Cancer Project’s production partner, our team works closely with their team each year, to maximise fundraising campaign effectiveness, through video and animation.
When The Kids’ Cancer Project received an opportunity for last minute TV ad bookings, from partner, Channel 9, we moved with lightning speed to produce a high-end TVC for their annual “Better Challenge.”
Creative Direction
To design an authentic connection, our creative team tapped into the amazing resources and outcomes the Better Challenge offers.
We featured Hugo, who was diagnosed with Leukaemia at the age of 11, along with CEO Owen Finegan, Researcher Dr David Mizrahi and members of the The Kids’ Cancer Project team. The ad takes viewers through an emotional journey, positioning all participants as the heroes that make children better.
Every detail was tailored for the audience, blending our client’s vital role, with the positive message that the audience can change young lives forever.
Results
The TVC was turned around at record speed, ready to fill additional ad space through Channel 9, while our expertly edited video series continues to drive thousands of new and returning sign-ups for the Better Health Challenge online. Our tailored web version amplifies the fundraiser on The Kids’ Cancer Project site, and our social reels spark engagement and sign-ups across multiple platforms.
Through a long-term partnership built on strategic video campaigns, we continue to fuel The Kids’ Cancer Project’s mission. As of 2025, over $76 million has been committed to research, 429 projects have been supported, and survival rates have been raised to 86%.
Together we are making kids better!
Let’s Turn Insight Into Action
Are you looking to spark meaningful change through research, education, or innovation?
The Kids’ Cancer Project story shows how powerful video can bring complex ideas to life
and connect with real-world audiences.
At 1 Minute Media, we help you translate purpose into clarity
—with visuals that move people to take action.
