BRIEF:

‘Let’s Break Down Cancer’ is a NSW Health campaign aimed at increasing awareness on the incidence of cancer in NSW and the measures that can be taken to avoid it. The goals of the campaign were threefold – to make people aware of the statistics of cancer, the lifestyle measures they can take to prevent cancer and the screening programs available to them. 

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SOLUTION:

The identity for the campaign spells out exactly what it is about and acts as a punchy call to action. It acts on a multitude of levels – the infographic itself ‘breaks down cancer’ into a bite-sized snapshot of the incidence of cancer and also talks about how we (the general public) can take measures to break down and reduce our cancer risks. Rather than staying with the diagrammatic ‘icon’ style of infographic used by many others, we adopted a fresh approach by creating a unique, slightly quirky illustrative and typographic style in a bright colour palette. The lighter approach helps engrain the message with an element of positivity rather than scaring people away.  As this campaign is aimed at all ages and genders and talks about all types of cancer, it was important to create a look that would remain relevant to all audiences. 

SCOPE:

– brandmark and identity

– visual language

– website

– posters

–brochure