CANCER COUNCIL NSW
Creating a report series that breathes life into the newly developed masterbrand strategy.
THE SITUATION
Cancer Council is Australia’s leading cancer charity, working with and for the community across all cancers, for everyone affected by or concerned about cancer. With a recent masterbrand strategy rolled out across the organisation, Cancer Council NSW wanted a concept for their report series that would express the heart of the strategy “every minute, every hour, every day” and really interrogate what this tagline means to the community.
THE SOLUTION
‘We’re here’ is a statement of strength and commitment to turn up every minute, every hour, every day. Underpinned by the brand essence ‘Cancer never rests, neither do we’, this concept rolls out using a series of verbs “researching, advocating etc” to illustrate what every part of the Cancer Council community is actively doing every day to work towards a cancer free future.
‘We’re here’ acts as both beginning and end statements, positioning all of these actions in the sense of time and space.
The photography styling is purposely humble and behind the scenes, stripping back any pretence to show a range of emotions and champion authenticity.
“Three Blocks Left Design did an amazing job creating our 2017/18 Annual Report.
The concept “We’re Here” is so powerful and brings our brand to life so beautifully that I use it almost daily in speeches, in marketing content and at events.”
LYNDSEY RICE, DIRECTOR OF MARKETING AND FUNDRAISING
CANCER COUNCIL NSW
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