Every week in Finland, three children are diagnosed with cancer. Their survival—and access to cutting-edge treatments—depends almost entirely on private donations. This Black Friday, Aamu Foundation, Finland’s leading nonprofit supporting children’s cancer research, is turning the language and visuals of Black Friday marketing into a call for life-saving donations.
The campaign, developed in collaboration with creative agencies United Imaginations and Ivalo, features ads styled like Nordic children’s fashion promotions, complete with pastel imagery and familiar commercial tropes. But instead of trendy apparel, these ads carry an unexpected twist. Bold text reads: “CANCER FOR SALE” and “LIMITED TIME ONLY,” urging people to spend their money not on unnecessary goods but on life-saving research. The tagline, “Your chance to save,” reflects both the urgency of the campaign and the opportunity to contribute to life-saving work.
“We’re using the same tactics that trigger consumers to shop—to see if they can trigger them to donate instead,” says Laura Paasio, Executive Director of Aamu Foundation. “Children’s cancer treatments in Finland rely almost entirely on private funding. Without sustained donations, we risk losing access to the most advanced treatments.”

