Creative strategy
Master Brand
The cancer-free future our donors imagine is possible with a gift in their Will.
Gifts in Wills supporters imagine a future where more lives are saved through cancer research, where treatment is easier, less painful, more personalised, and more effective. A future where we have greater control over cancer and anybody diagnosed can become cancer free. They believe strongly this future is possible. A gift in their Will is a simple way they can help get us there.
Idea
Imagine that
Strategic alignment
Master Brand
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Insight
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1 in 2 of us will be affected by cancer by age 85.
Either ourselves or someone close to us will face cancer at some time in our life – so cancer is personal
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Proposition
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Just because cancer affects so many of us in so many ways, we shouldn’t accept it as inevitable.
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Campaign line
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1 in 2 is too many
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Gift in Wills
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Insight
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All of us are affected by cancer in our lifetimes, we imagine a better future where the next generation won’t be so deeply affected.
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Proposition
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Because 1 in 2 people are diagnosed with cancer...
Research is the key to improving treatment and outcomes, saving lives and preventing premature deaths. With cancer research, we can imagine a cancer-free future is achievable and our donors can make it possible with a gift in their Will.
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Campaign line
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Imagine that!
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