MILTON FEATURES IN KIDS CANCER CAMPAIGN

MICHAEL MILTON will feature in a clever TV campaign to help raise funds and awareness of childhood cancer.

The advertisement - already being seen on some channels - takes a fairy tale format which is also reflected in a print and direct mail campaign.

For the months of September and October Children's Cancer Institute Australia for Medical Research (CCIA) is asking Australians to help raise $10 million for the development of the Lowy Cancer Research Centre so that they can move one step closer to defeating childhood cancer within the lifetime of a child born in 2020.

Each print advertisement shows children struggling with the reality of cancer, with the appeal, "Every child deserves to live happily ever after. Donate today."

The nursery rhymes themselves come from an era in which children struggled with disappointment and dreariness.

Click here to see the TV advert featuring Michael.