New Israeli campaign gets stuck into cancer

Every day in Israel, ten young adults aged 18-40 find out they have cancer.

But the country’s support system does not recognise this age category as a part of the population with particular needs, and for many of these young adults who are just starting out in life - starting a family, buying an apartment, beginning their careers - getting cancer means getting stuck.

Why? Because young cancer patients in Israel (and even recovering young cancer patients) can't get a mortgage, women cancer patients are not told to freeze their eggs and 60% of them are not hired back to work. For them, getting cancer means getting stuck.

The Stop Cancer association was created to change that and provide a network of support for young adults with cancer. Now, in honour of the first Young Adult Cancer Awareness Week, BBR Saatchi & Saatchi Israel launched #TheCancerThatStuckMe.

The idea behind the campaign was to emphasise that while a 29-year-old who is buying their first apartment and whose life is on track to move forward, the life of another person that same age, who has been diagnosed with cancer, suddenly gets stuck. While they are asked to deal with the disease, once they have recovered, buying an apartment will be an impossible dream as they will not be eligible for any funding or mortgage.

The campaign, which centred around people on stage, on television, in films and across a variety of mediums, all freezing for a few seconds to emphasise the 'getting stuck' message. Live prime television broadcasts froze, live radio broadcasts got stuck as did TV Promos, Movie trailers and YouTube pre-rolls. Even Israeli President Reuven Rivlin voiced his position in support of the goal.