Children with Cancer UK has launched a new campaign aimed at highlighting the fact that many children with cancer are still treated using therapies originally designed for adults.
The ‘Too Big’ campaign, designed to drive awareness and fundraising support for childhood-specific cancer research throughout 2026, centres around the devastating statistic that just 2% of cancer research funding is currently dedicated to children and young people.
Created by creative communications agency Earnies, the campaign uses oversized visuals to symbolise the fact that many children with cancer are still receiving treatments designed for adults, which can cause lifelong side effects.
To launch the campaign, Children with Cancer UK staged a moment at Everton’s fixture against Sunderland last weekend, where 11-year-old Kaiden Edwards, who is living with medulloblastoma, walked out as a mascot wearing an oversized Everton shirt emblazoned with the words “2 BIG”.
This launch marks the beginning of a broader programme of activity that will roll out in phases across paid, owned and earned channels throughout the year, aimed at driving both awareness and donations in support of childhood cancer research and specialist treatments.
The campaign platform will evolve through a series of moments and activations across 2026, with advertising activity launching across May and June before returning with a larger national push in September to coincide with Childhood Cancer Awareness Month. Further activity is planned throughout the year to continue building momentum around the core message.
Natasha Giraudel, Head of Marketing & Communications at Children with Cancer UK said:
“Our mission is to create a world where every child and young person survives cancer and lives a long and healthy life. Campaigns like ‘2 BIG’ are critical in helping people understand why more investment into childhood-specific cancer treatments and research is urgently needed.
“The oversized visuals at the heart of the campaign are designed to create an immediate and emotional understanding of the reality many children face – receiving treatments and living within systems that were never built specifically for them. Through this campaign, we want to raise awareness of that reality while helping fund the vital research needed to develop safer and more effective treatments for children and young people.”
Earnies developed the platform end-to-end, leading on strategy, creative platform development, production and rollout across ATL and earned media channels. The agency is producing campaign assets spanning OOH, TV, BVOD and digital, alongside a PR-led communications strategy designed to drive national attention, fundraising and awareness around childhood-specific cancer research throughout 2026.
