Titled Time to Live, the exhibition took place at Carriageworks in Sydney on August 17 and saw members of the public pay for one-on-one interactions with Emily, a 31-year-old from Victoria, Australia, who has been diagnosed with a rare, aggressive cancer.

The show had a high-concept setting, with each interaction taking place against the backdrop of a giant projected timer, counting down each three-minute-long visit. Despite this, as a resulting film of the experience shows, the encounters with Emily – which featured a mix of conversations with strangers as well as people she knew well – are raw and intimate, and very moving.

The project marks the debut work for The Ministry for Communication & The Arts, a new creative studio founded by former Droga5 New York creative directors (and Hawke’s Brewing co-founders), Nathan Lennon and David Gibson.

“Unless we experience it ourselves, we can never know the devastating reality that comes with facing a terminal cancer diagnosis,” says David Gibson of the project. “While we could never replicate its raw impact, we hope this initiative underscores an important message: by supporting ACRF, we can help fund the research that gives people the one thing they need most — more time.”

In 2019, Emily was initially given an average prognosis of just six to nine months to live with the type of cancer she has, but received cutting edge treatment in the US that has allowed her more time. The fact that this treatment is currently not available in Australia highlights the importance of ACRF’s work.

“For 40 years, the ACRF has been funding only the most bold and innovative scientific research. That which has the ability to change the meaning of cancer diagnoses for future generations. But there’s still a long way to go. We hope this idea helps highlight the continued need to keep backing brilliant research that could give those impacted by cancer, like Emily and her loved ones, the most precious thing we all have – more time,” says Carly Du Toit, GM fundraising and marketing at ACRF.

Credits:
Creative Agency: The Ministry for Communication & The Arts
Creative Partners: Nathan Lennon, David Gibson
Managing Partner: Sophie Gibson
Director: Tony Prescott