Cancer Council
Uniting all the states under one fundraising platform.
We created a holistic brand platform to make every Australian aware of all Cancer Council does.
Insight
Every Australian is aware of Cancer Council, but many weren’t aware of the full extent of everything they do as an organistion.
Idea
We created a holistic brand platform to pull together everything Cancer Council does to reduce cancer risks – and all the ways people can support that mission – under one unifying line.
We created a TVC using a series of stories that showed the many ways in which the Cancer Council works to positively impact people’s lives.
We also shot a series of candid portraits of people who have been impacted by or involved in the work Cancer Council. These became the many faces of our OOH across Australia and were used to flex our messaging across Cancer Council’s four brand pillars - research, prevention, support and advocacy.
On social, we told the personal stories behind some of the faces of our campaign.
Interviewing support workers, researchers, parents and advocates, and delving deeper into what ‘All of us against cancer’ means to different people.
The results
The work produced a 300% uplift in 13 11 20 call volume direct from the Cancer Council website, galvanising the Cancer Council brand itself, and the country along with it.
And we’re just getting started.
