Helping a national cancer charity tell the human story behind its life-changing support.
Penny BrohnIlluminating the charity's story and developing campaigns that reached new audiences, contributing to increased client referrals and outreach attendance.
The problemA national cancer charity needed more people to understand the breadth of support it provided beyond traditional cancer treatment.
The possibilityThe challenge wasn't changing what the charity did; it was changing what people thought it did. By reframing the message around the whole person, not just the diagnosis, the organisation's impact became clearer, more human and more accessible.
Creative thinking, direction & makingDefined a clearer public narrative, developed the campaign platform and created messaging for people living with cancer, healthcare professionals and supporters. Led campaign content and creative direction across print, digital and fundraising communications.
The impactA clearer, more compelling public message broadened understanding of the charity's services, contributing to a 14% increase in new clients and a 21% increase in attendance at outreach events in the first year.
“What you have achieved has been transformational for us. I will always be proud of it.”
Tracy Tait, Brand Director
