Longer, better lives
Political campaign branding
Political campaign branding
This brief was to develop campaign branding for Cancer Research UK's latest political campaign – a call for government to act for people affected by cancer. The aim of this campaign was to develop a rallying cry that would encourage policymakers, political leaders, and the general public to demand better cancer outcomes.
Using my signature collaborative approach, I worked with a copywriter to brainstorm concepts that would achieve this bold ask. Our research and audience insights led us to the 'Longer, better lives' messaging, which I then brought to life with bold graphics and human imagery.
At the heart of this, was the catalytic moment idea. This features a large pink circle hitting smaller grey circles, which represent cancer cells, and making them change colour, bringing them back to life. This symbolises how this manifesto is a driving force for cancer outcomes in the UK and emphasises the potential for progress.
This campaign received excellent engagement – it was picked up by The Guardian, The Times, Sky News, BBC Breakfast, BBC Radio 4, and TalkTV, was the most viewed topic on the Guardian website on launch day, featured in a Liberal Democrat press release, was reposted on social media by MPs, gained over 7,000 signatures in the first two weeks, and was discussed in the Commons Chamber and House of Lords.
ASSETS
Manifesto document, pledge card, social assets, email assets, website assets, web design mockup
Art direction of other assets
Manifesto document, pledge card, social assets, email assets, website assets, web design mockup
Art direction of other assets
CREDITS
Client: Cancer Research UK (CRUK)
Photography: Getty Images, various within document
3D mockups: Mockupworld, Freepik
Client: Cancer Research UK (CRUK)
Photography: Getty Images, various within document
3D mockups: Mockupworld, Freepik