2 BIG

Currently only two percent of all cancer funding is spent on finding children’s treatments.

And as a result, children are given adult cancer treatments that are — put simply — too big for them. Parents are met with the devastating reality of their kids facing infertility, stunted growth, thyroid issues, and other long term ramifications.

With World Cup fever brewing, we wanted to get our story in front of as many eyes as possible, whilst the nation had their minds on one thing… the football. Everyone knows the mascot walk-outs. Kids in mini football kits, braving the stroll onto the big pitch. It’s a real moment of joy, before the rivalry begins.

We decided to hijack this, to tell a bigger story.

So for the Everton vs Sunderland game, we put one brave child, Kaiden Edwards — who is living with medulloblastoma — a rare and aggressive form of brain cancer that primarily affects children — in a massively oversized football shirt, emblazoned 2 BIG.

Drowned out by his kit, the message was simple: cancer treatment is too big for kids, will you help fund a treatment that fits?

The campaign was also supported by OOH, taking the 2 BIG message beyond the pitch and putting it in front of millions of people across the country.