At Cannes last month “Working with Cancer”  announced plans for a competitive pitch for its 2024 global ad campaign, which, like this year’s campaign, is backed by $100 million in media support.   

Today the group began officially accepting brief entries for the campaign, called “The Big C”. 

Cannes Lions will facilitate the judging process with a jury made up of senior creatives across the five holding companies that are supporting the initiative. The team of jurors will include Susan Credle (Global Chair & Global Chief Creative Officer, FCB), Chaka Sobhani (Global CCO of Leo Burnett), Luiz Sanches (CCO of BBDO NA), Judy John (Global CCO of Edelman) and Debbi Vandeven (Global CCO of VMLY&R).   

The submission deadline is Friday, September 15. Judging will take place throughout October, with the winner announced at the end of that month.  

This year’s campaign won the Health Grand Prix For Good at the Cannes Ad Festival. 

The impetus for the Working with Cancer initiative was the experience that Publicis Groupe CEO Arthur Sadoun had with his own battle with the disease, which he disclosed and successfully treated last year. After his disclosure he received thousands of testimonies relating to the fear that many patients have not just for their lives but for their jobs as well.