Camp Quality highlights the health benefits of laughter in a new ad campaign via Communicado and Dentsu Creative – Campaign Briefing

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A national childhood cancer charity, Camp Quality launched its first advertising campaign in over a decade via Communicado and Dentsu Creative.

The campaign dives into its long-lasting slogan “laughter is the best medicine” to highlight the mental and physical health benefits of fun and laughter, for children affected by cancer.

The campaign features Camp Quality children struggling with their own cancer diagnosis, or that of a sibling, through an OOH and social media campaign, generously supported by Half Dome and Dentsu Creative. The campaign is the first to feature Camp Quality’s refreshed brand, showcasing a new, inclusive logo and visual identity for the organization.

Three OOH mall ad creatives show how “laughter is the best medicine” is true for children at different stages of the cancer journey: in hospital, at school and in camp. QR codes on each ad link to the child’s real life story and show how Camp Quality changed their cancer story. For social media, a video shot with the families of Camp Quality, layers the scientifically proven benefits of laughter, as children and their parents have fun together.

Camp Quality CEO Deborah Thomas said the campaign highlights the lasting impact of positivity, fun and laughter for children and their families facing cancer: “Camp Quality gives children a break from cancer. cancer and a good dose of pleasure for almost 40 years.

“We now know how important these experiences are for short-term physical and mental well-being, and for family reconnection and building a supportive community in the long term. Connection, fun, and laughter are the building blocks of positivity, leaving families fundamentally better off.

Vanessa, mother of Bobby who was photographed for the campaign (hospital programs) while undergoing chemotherapy treatment, says: “Camp Quality offers the opportunity for our family to be a family. We have booked a family camp and are looking forward to spending some quality time together. The best thing about Camp Quality is that the siblings are part of this journey with Bobby. They can all just be children together, with their brother, in a safe and supportive environment.

The Camp Quality advertising campaign is in shopping centers and on social networks.

Read Harry’s Story, Bobby’s Story and Poppy’s Story

Visit the new Camp Quality website –

Discover the health benefits of laughter here

STRATEGY: Georgina Pownall and Eliza Mielczarek, Communicado
CREATIVE: Communicado & Dentsu Creative
PHOTOGRAPHER The Kitchen – Alexandrena Parker
EXECUTIVE PRODUCER The Kitchen – Shannon Stoddart
LINE PRODUCER C/- The Kitchen – Mark Gardiner
PRODUCTION ASSISTANT C/- The Kitchen – Madeleine de Wilde Barr
DIGITAL OPERATOR C/- The Kitchen – Hannah Smith
PHOTOGRAPHY ASST 1ST C/- The Kitchen – Diego
PHOTOGRAPHY ASST 1ER C/- The Kitchen – Simon Hardy
Freelance VIDEOGRAPHER – Oliver Rose
1st Independent Board – Nathan Hockridge
HAIR & MAKEUP C/- The Kitchen – Desiree Wise
STYLIST C/- The Kitchen – Laura Bracken
Freelance NURSE – Judy King
Photographer: Cassandra Hannagan
Photographer: Raúl Ortiz de Lejaraz


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