World Child Cancer: The Big C

The Big C is a new brand film for World Child Cancer, the international children’s cancer charity, to raise awareness of the inequalities in childhood survival rates in lower income countries compared to better off regions.

Directed by Steve Cope through 2AM and created by Technique, the simple, yet powerful idea follows two children from different backgrounds playing with the same wooden blocks. What starts as a little ‘c’ block in the hands of a small girl in the UK, tumbles away, growing bigger and bigger as it makes it’s journey, transforming into a threateningly larger ‘C’ as it crashes into a room in Bangladesh.

The ad illustrates the fact that in the UK, a child diagnosed with cancer has an 80 per cent chance of survival versus only a 10 per cent chance in Bangladesh.