Cure Cancer
- 9 August 2010
- Case Studies
- Branding, Print Communications, Publications, Web Design
“I’m sorry, you have cancer” – 1.4 million people a year have to hear this news as the search continues to improve prevention, detection and treatment outcomes for patients with cancer. However, questions are often raised about the number of cancer charities in Australia. What do they all do? Why are there so many organisations? We set about to cut through consumer charity fatigue to reposition one of Australia’s most progressive and vital Cancer Charities.
Industry setting
Cancer fundraising by not-for-profit foundations and charities is an essential and critical part of the cancer control effort in Australia. Cure Cancer bridges a critical gap in the cancer research segment by funding talented young post-doctoral researchers at the start of their careers – when they need it most. This money has been strategically targeted to support young researchers with innovative ideas, enabling them to pursue projects identified by the wider community as most promising in their potential to cure cancer.
Challenge
In the NSW cancer charity segment alone there are over 100 organisations competing for awareness and the donor dollar. In addition to this market saturation, there is very little differentiation amongst competitors in this highly emotional set leading to charity fatigue and an emotionally overwhelmed audience.
Furthermore, Cure Cancer was suffering its own identity crisis. In addition to confusion about its own narrative and purpose, and a lack of a defined brand personality – there was an obvious disparity between brand communications, often lost in ‘board-speak’ and the organisations activities, which are resoundingly progressive.
Strategy
A more active language was required to spur a more meaningful and relevant dialogue with the audience. By focussing on the quality of new, fresh thinking, the brand position of ‘Green-lighting cancer research’ was developed to act as a springboard from which all messaging was derived.
The tagline ‘The cure starts here’ is the embodiment of this positioning, which invites the audience to focus on the cure, not the tragedy. In addition to this, the researchers stories and ideas were highlighted in order to provide a more tangible connection with the audience.
