We won't stop until cancer does
Context
With the number of Australians living with or beyond cancer expected to increase by a staggering 72% in the next 22 years, driving awareness of Cancer Council and their vital services will become more important than ever before.
Cancer Council is the only Australian charity working across every area of every cancer; from research to prevention to support. From the point of diagnosis through to treatment and survivorship. But research told us there’s a lack of understanding for the work that they do, so the challenge was to drive brand awareness, change perceptions, and build tools to help share what Cancer Council do with those who need them most.
Solution
A BrandWorld strategically designed to build on their legacy and most recognised brand assets, while introducing new elements that can deliver stronger coherency and drive greater awareness of their vital services.
A brand that’s designed to better communicate and connect with people. Becoming more accessible, useful and effective. Every aspect of the new system is designed to be deployed across multiple channels, extensive application and to a diverse audience.
The daffodil is a symbol of hope for so many. We built on this; re-crafted it to be more distinctive and engaging across all channels. It informs an ownable and coherent theme that frames content, calls-out important information, and acts as a defining system throughout all communications.
