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

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