Cancer Council NSW

High awareness doesn’t guarantee engagement. How do you build emotional connection to drive impact and relevancy?

Expertise Areas
  • Brand Research & Diagnostics
  • Corporate Purpose & Purpose Led Transformation
  • Corporate Brand Strategy
  • Culture Change & Employee Value Proposition (EVP)
  • Communications Strategy & Implementation
Project Partners
  • Luke Hawkins & Ben Smith (Franky Creative Studio)
  • Franky Creative Studio (Directors)
  • Chad Edwards (Design)
  • Meredyth Judd (Producer)

No other cancer charity in Australia matches the breadth and depth of Cancer Council nor has the variety of assets: Daffodil Day, Australia’s Biggest Morning Tea, and Relay for Life are high profile examples. Yet there is very low emotional engagement or understanding of the essential role Cancer Council NSW plays in the community, and for those living with cancer and their families.

Transforming the connection: from rational to emotional

Cancer Council NSW (CCNSW) enjoys high awareness and trust, but research indicated awareness was falling, brand personality was lacking, and there was a low understanding of information and support services, particularly 13 11 20 (an essential gateway to support services). This was in part due to communications being primarily tactical or event driven.

In a highly competitive environment where donor fatigue is a key issue (due to the impact of fires, floods, and COVID-19), building an emotional connection is an essential differentiator.

In short, CCNSW was seeking a brand strategy that could transform from rational to emotional for both internal and external audiences, whilst raising awareness of products and services.

Cancer Council NSW Case Study

Finding the connection: uncovering the heart of Cancer Council NSW

It was essential to gain in-depth understanding of how employee; volunteers; people living with cancer, their families and loved ones; and external stakeholders viewed the organisation.

Desk research, in-depth diagnostic interviews, and qualitative consumer research revealed that CCNSW is perceived as an absolute rockstar of an organisation (for those that know and engage with it). No other cancer charities can equal its scale, breadth, depth, expertise, and impact.

CCNSW required a brand strategy, purpose, and personality to match its might. Furthermore, the brand strategy needed elasticity to stretch across the full spectrum of the organisation, whilst at the same time driving relevancy and inclusivity across First Nations, CALD, regional, and remote communities.

Cancer Council NSW Case Study

A strategy and brand idea that inspires the organisation and community

The brand idea Here for Life was created to bring the strategy to life via storytelling.

Cancer Council NSW Campaign Logo

Here for Life drives impact and connection by:

  • Positioning CCNSW as the relentless protectors, guardians, and defenders of life. CCNSW is physically here to protect life in NSW but also dedicated and committed to the community for life.
  • Driving emotional connection with the community and increasing the likelihood for involvement.
  • Communicating some of the support services offered to people living with cancer, their families and loved ones. The campaign demonstrates the impact and importance of the support provided, by emotively illustrating real life.
  • Showing the light and the shade, the good times that CCNSW defend, and the moments in which people may need an extra hand.
  • Launching with a broad community campaign (TV, OOH, digital and social) and internal communications program – receiving a standing ovation at the internal launch.

“It has been a pleasure to work with Brand Council to develop our new state brand campaign, Here For Life. Trudi, Peta and the team have demonstrated their incredible strategic thinking and creativity, coming up with a platform that has been extremely well-received by both internal stakeholders and the wider community, that will allow us to raise awareness of our vital information and support services for people affected by cancer and elevate our brand. We are delighted with the final campaign and can’t wait to share it with the community.”

Naomi Watson | Director Marketing & Fundraising at Cancer Council NSW

“Brand Council has been instrumental in developing the DuluxGroup core purpose. They methodically and strategically worked across all levels of the organisation to capture – who we are; what we stand for; and why we do what we do – into a unifying core purpose ‘Imagine a Better Place’. The true test of their work is that, almost a decade later, our Core Purpose has endured, strengthened and is ingrained into the psyche at all levels of the organisation.”

Pat Houlihan | CEO & Chairman DuluxGroup, Chairman MCRI

"Brand Council have helped us clarify our brand architecture, reinvent Hard Yakka and KingGee, and provided strategic guidance on two additional brands. This has resulted in significant tangible results for our business. We enjoy working with Trudi and Peta and value their opinion and expertise."

Doug Swan | Group General Manager Workwear Group

"The key to Brand Council’s success is their process. They took the time to understand the market in which we operate, where we wanted to position the fund, and what we needed to do to reach that position. In this way, Brand Council encouraged us to discover our brand by finding and telling our own story. The most important element in Brand Council’s process is proof. They have not made any recommendations without evidence. Brand Council are genuine partners on the ‘brand journey’."

Michael Dwyer AM | Former CEO First State Super, Chairman UNHCR, Board Director

"Together they are a great team who are hands on, taking full responsibility for the work – it is rare to find an agency as experienced and professional who will actually get in and do the work at grass roots level themselves."

Alison Brink | Goodman Group GM Marketing & Communications

"The work Brand Council have done to engage staff across the agency, distil and define a clear and motivating brand purpose, and then help to communicate and inculcate that purpose internally has been invaluable."

Commissioner Paul Baxter | Fire and Rescue NSW

"Over many years, Brand Council have led three brand strategy projects for Redkite. What has been consistent throughout is a highly effective approach to brand strategy and a level of care and passion that you don’t often see. Trudi has become part of the fabric of our organisation and a trusted adviser. She puts her heart into making the Redkite brand what it needs to be so that no family faces their child’s cancer alone."

Monique Keighery | Chief Executive Officer, Redkite

"Our staff’s enthusiasm, energy and ideas have been amazing. We have a single set of Beliefs, Values and one common Purpose – and it’s all come directly from our staff."

Andrew Richardson | Aruma CEO

"Brand Council has continued to work with us in an ongoing capacity to define the purpose strategy for our individual businesses, including Selleys, B&D, Lincoln Sentry and Yates. They are a trusted advisor and provide sound counsel."

Pat Houlihan | Chairman and CEO DuluxGroup, Chairman MCRI

"I have been the leading executive on a number of engagements with Brand Council including IAG, BOQ & AIM. I subscribe to Brand Council’s philosophy that alignment between the brand message and brand experience is essential for business success. It is through their refined process that I have seen the cultural and behavioural change required to not only ensure this alignment is possible, but more importantly that it is implemented. I am pleased to endorse the people and process at Brand Council and commend them to any business looking to re-engage staff and customers."

Daniel Musson | CEO and C-suite client at BOQ, IAG & AIM