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Publicis recruits Kylie Minogue for French cancer campaign

Australian singer is taking centre stage in a new Alliance for Research in Cancer initiative
Kylie Minogue cancer campaign

Publicis Groupe has recruited the Australian singer and actress Kylie Minogue to front a cancer campaign in France.

Designed to strengthen the reputation of French organisation the Alliance for Research in Cancer both in France and abroad, the campaign also aims to raise the funds needed to establish a new research laboratory.

The 'One Note Against Cancer' campaign is based around a new song – 'Crystallize' – specially written by Minogue, a breast cancer survivor. Her fans will be able to 'buy' the song, one note at a time, by bidding on eBay. The song has 4,408 notes. 

The auction, the first of its kind in the context of healthcare, will last for 10 days. The winning bidders will have their name highlighted in the credits of the song's video, will received a certificate of 'ownership' of their note, and will have access to a preview of the song.

Following the auction, the song will go on sale, with all profits going to APREC.

Without a media budget for the campaign, Publicis Conseil – the French arm of Publicis Groupe - will piggyback on Minogue's own social media activities; the singer has 2.6 million fans on Facebook, more than 2 million followers on Twitter and more than 400,000 followers on Instagram.

Founded in 1989, APREC is a non-profit, non-governmental organisation based in the clinical oncology unit of Tenon Hospital in Paris, France (part of the French university hospital system).  All funds received go to the work of the researchers, who form the core of the organisation.

APREC's mission is to promote and develop all forms of research against cancer, in partnership with major national and international research teams.

Article by
Tara Craig

24th April 2014

From: Research, Marketing



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