You hold the cards.
Client
Cancer Council NSW
Project
'1 in 3 Cancers' prevention campaign including strategy, ideation, creative direction, copywriting, design and production.
Evidence now shows that 1 in 3 cases of cancer can be prevented. In Australia, that’s 37,000 preventable cases a year. Our brief was to develop an engaging and informative campaign to help raise public awareness of cancer prevention.
Building on a key insight – that most people believe cancer is random or genetic – we took the old saying “stuck with the cards you’ve been dealt” and turned it around to “you hold the cards”. Minimising your risk of cancer can be as simple as discarding bad habits and picking up a few healthier ones. From TV to digital, social to print, this integrated awareness campaign addressing all types of cancer (and cancer risks) was the first of its kind in Australia.
“We are absolutely delighted with the outcomes of the campaign… I am still amazed that you were able to come up with something that not only met our brief, but surpassed it.”
