Childhood Cancer Canada depicts the unimaginable

Childhood Cancer Canada, the leading national charitable organisation dedicated to supporting children with cancer and their families, has unveiled this hard-hitting campaign directed by Jason Van Bruggen through Suneeva. 

Titled Let’s Face the Unimaginable and developed by independent agency The Garden, part of Humanise Collective, the work challenges most people’s instant response to being confronted with the idea of their child receiving a diagnosis: “I can’t imagine”. 

Through emotive and intimate vignettes picturing children and families going through treatment, the film reframes public understanding of the lifelong emotional, practical and financial realities that follow a diagnosis.  

“We heard directly from families with lived experience that ‘I can’t imagine’ was something people reflexively said to them, often as a way to avoid hearing more,” said Lindsay Eady, Executive Creative Director, The Garden. "Let’s Face the Unimaginable is about pushing past avoidance and discomfort toward understanding, because we can’t begin to make a difference until we confront the reality of childhood cancer.”