Camp Quality Highlights the Health Benefits of Laughter

National children’s cancer charity Camp Quality’s has launched a new ad campaign in line with its long-term tagline ‘laughter is the best medicine’ to highlight the mental and physical health benefits of fun and laughter for kids impacted by serious illness.

Featuring Camp Quality kids currently dealing with their own cancer diagnosis, or that of a sibling, the campaign is the first featuring Camp Quality’s refreshed brand, showcasing a new logo and visual identity for the organization.


“Camp Quality has been giving kids a break from cancer and a healthy dose of fun for almost 40 years,” said Camp Quality CEO Deborah Thomas.

“We now know how important those experiences are, for physical and mental wellbeing in the short term, and for family reconnection and building a supportive community in the long-term. Connection, fun and laughter are the building blocks of positivity, leaving families fundamentally better off.”


Strategy: Georgina Pownall & Eliza Mielczarek, Communicado
Creative: Communicado & Dentsu Creative
Photographer The Kitchen – Alexandrena Parker
Executive Producer The Kitchen – Shannon Stoddart
Line Producer C/- The Kitchen – Mark Gardiner
Production Assistant C/- The Kitchen – Madeleine de Wilde Barr
Digital Operator C/- The Kitchen – Hannah Smith
Photography Asst 1st C/- The Kitchen – Diego
Photography Asst 1st C/- The Kitchen – Simon Hardy
Videographer Freelance – Oliver Rose
1st AC Freelance – Nathan Hockridge
Hair & Make Up C/- The Kitchen – Desiree Wise
Stylist C/- The Kitchen – Laura Bracken
Nurse Freelance – Judy King


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