The Charity Film Awards
  • Audience

The Wonder of Chai


Chai Cancer Care is a cancer support charity, with eleven centres across the UK. Chai’s specialised services are free to clients and the organisation receives no statutory or government funding. The organisation is entirely dependent on voluntary income.

‘The Wonder of Chai’,  was devised with two primary aims. 

Firstly, to increase awareness of Chai amongst its target audiences, so that more people would take up its cancer care services. Secondly, the campaign needed to act as a catalyst for fundraising. Chai Cancer Care has an operating budget of circa £2.5m per year. This fundraising campaign was responsible for returning at least half of this amount.

The agency (Creative & Commercial)’s approach to the brief was straightforward:

Tell a simple story in a way that will feel fresh and motivate a response with donations.

The result was a short piece of drama that would speak to every member of the audience. In doing so we were sure that we would be able to deliver not only the funds that Chai so desperately needed but also content that would raise profile and ultimately bring support to more cancer patients, their families and friends.

This campaign raised in excess of £1m.

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Supported by

Promote - Donate - Celebrate

Increased exposure for charity video content

Donations made directly to good causes throughout the campaign

Celebrating the success of film in fundraising