Digital collective for cancer research using top-level domain

The Australian Cancer Research Foundation (ACRF) has launched what it says is the world’s first charity-driven site using a top-level domain (TLD) naming system.

The ACRF plans to use the .CancerResearch domain name as part of a new 'digital collective', which will provide information, awareness movements and research news in collaboration with cancer scientists, research centres, patients, advocates and fundraisers.

As part of World Cancer Day today, the ACRF has launched a new awareness campaign called TheOne.CancerResearch, which it has developed in association with advertising firm M&C Saatchi.

The site uses digital and social technology to provide an interactive experience for supporters of cancer research, including using digital photos to create a ‘The One’ entity.

The foundation's CEO, Ian Brown, said TheOne.CancerResearch was a community-based initiative that aimed to mobilise supporters in the fight against cancer.

“.CancerResearch is an internet domain with a collaborative vision,” Professor Brown said. “We have a long road ahead, but bringing the greatest minds and movements for cancer research together begins now.”

Since its inception 30 years ago, the ACRF has provided more than $100 million for cancer research, supporting major breakthroughs such as the early development of the cervical cancer vaccine.

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