CANCER COUNCIL

Unifying all the states, channels and fundraising under one platform.

Every Australian is aware of Cancer Council, but many aren’t aware of the full extent of everything this organisation does.

So, we created a holistic brand platform that set about changing that.

THE BIG IDEA

All of us against cancer.

We’ll all be impacted by cancer at some point in our lives, but we all have the power to make a difference.

So, we pulled everything Cancer Council does to reduce cancer risks and all the ways people can support that mission under one unifying line.

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All of us against cancer.

Our TVC was made up of a series of stories that showed the many ways in which the Cancer Council works to positively impact people’s lives. 

All of us against cancer.

We shot a series of candid portraits of people who have been impacted by or involved in the work Cancer Council does to provide the many faces of our OOH executions.

All of us against cancer.

We then used these portraits to flex our messaging across Cancer Council’s four brand pillars of research, prevention, support and advocacy.

Cancer stories.

We also told the personal stories of some of the faces of our campaign through social content videos.

Interviewing support workers, researchers, parents and advocates, we were able to delve deeper into what ‘All of us against cancer’ means to different people.

THE RESULTS

All of us.

This is just the beginning. Not only has this work galvanised the Cancer Council brand itself, but the country as well.

And not a minute too soon, as the work produced a 300% uplift in 13 11 20 call volume direct from the Cancer Council website.

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