Creative Proposal
Cancer Research Giving Day is our opportunity to put the spotlight on research. But research can often feel clinical, complicated, sterile, to the point that it creates distance between our audience and the work we’re asking them to support.
No matter how much we link the research breakthroughs to real lives impacted, the imagery and tone can become intangible and impersonal.
The CRGD creative brings the 2025 ‘it’s personal’ theme into the research lab.
It focusses in on close details – the lab-workers hands, personal photos, a daffodil, lab coats, a white board – to create a tactile experience that forms a connection between the people and lives behind the breakthroughs and how this influences their work.
CRGD logo
We’ve evolved the CRGD logo further, bringing the heart into a more prominent position, further emphasising the passion and commitment behind our researchers and encouraging donors to give them a little love with a donation.
Colours
Pantone® 2192c
CMYK 90 20 0 0
RGB 0 155 220
Hex 009BDC
Pantone® 2756 c / 280 u
CMYK 100 95 0 25
RGB 15 30 100
Hex 0F1E64
Pantone® 123 c / 115 u
CMYK 0 15 100 0
RGB 255 210 0
Hex FFD200
CMYK 0 0 0 0
RGB 255 255 255
Hex FFFFFF
Storytelling
Our storytelling is personal, striking a balance between the scientific and the personal – the ‘what’ our researchers are doing is intertwined with the ‘why’ in an accessible, relatable and highly motivating way. Keeping it personal, we refer to them by their first names rather than the titles, further humanising our researchers.
Our researchers
Nick Huntington
Nick has been a leader in immunotherapy but when a dear friend was diagnosed with terminal breast cancer he became frustrated she didn’t have more options to save her life, which has hardened his resolve to find more options.
Kate Sutherland
Kate was motivated to pursue cancer research while at university due to her own mother’s breast cancer diagnosis. She then went on to focus on lung cancer to provide more treatment opportunities for a more stigmatised cancer type.
Renea Taylor
Renea had been working in prostate cancer research for 15 years when her own father was diagnosed with prostate cancer. What she experienced first-hand opened her eyes to the true needs of prostate cancer patients.