Everyone has the ability to give hope.

Relay For Life is Cancer Council’s largest community-focused fund raising event aimed at generating over $25-30m annually by 2015.

 

 


It’s also an important community engagement activity with over 175 relays held around Australia each year involving 140,000 people, and honouring around 18,000 cancer survivors. 

What do all of those people have in common? 

Hope. 

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We developed a brand identity that, in itself, showed that hope lives in all of us and a campaign that communicated the unity and camaraderie that exists in grassroots, community-minded Relay teams. 

The brand was implemented across collateral including posters, t-shirts and sashes.

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CANCER COUNCIL

Everyone has the ability to give hope

The accompanying visual collateral included hero photography, the focal point of which was people. The strong community which exists around the Cancer Council was a central, integral part of the hope message.

A comprehensive campaign was built around the key idea that “Hope Lives”. TV and radio commercials were developed in addition to print advertising, electronic mail, banners, posters as well as t-shirts and sashes.

Relay For Life is a community event giving everyone who participates hope that they are making a significant contribution towards the fight against cancer. TANK developed a brand identity that, in itself, showed that hope lives in all of us and a campaign that communicated the unity and camaraderie that exists in grassroots, community-minded Relay teams.

In 2012, the Cancer Council engaged TANK to refresh the Relay For Life brand with a view to increasing awareness and participation in the important community event.

After a period of research, we uncovered a range of key insights to help inform our strategy.

One of the most important insight was simple: hope.