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Earnies’ campaign for Children with Cancer UK, titled “Too Big,” uses the visual metaphor of oversized clothing to highlight a stark inequality in healthcare: only 2% of cancer research funding is allocated to children and young people. Featuring seven children undergoing or recovering from cancer treatment, the work shows them wearing garments far too large for them, symbolising how treatments are often designed for adults and can have severe long-term side effects for younger patients. The campaign brings the issue into public view through powerful real-world activations, including a football pitch moment where 11-year-old Kaiden Edwards walked out in an oversized kit and an OOH takeover at London Bridge Station. Rolled out across integrated channels, the campaign builds momentum toward a larger national push aligned with Childhood Cancer Awareness Month, aiming to turn a simple but emotionally charged idea into broader awareness and increased support for childhood cancer research.
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The people with the most verified roles on Children with Cancer UK projects