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Attractive to cancer

Created: 30 Apr 2020

World Cancer Research Fund: Talking health in a new language

THE NEED FOR CHANGE

Younger age groups often dismiss Cancer as something they don’t need to think about until they get older. They are also highly resistant to ‘health information’ messages that ask them to change their lifestyle. World Cancer Research Fund realised there was a clear need to educate and motivate this demographic - the question was, how?

THE NEW RULES

Put the message in the language of a self-image obsessed generation.

A creative platform was developed that was rooted in the language and visual world of the fashion industry – yet pulled no punches with its message: Are you making yourself attractive to Cancer?

THE RESULTS

Results were outstanding with over 10,000 tests taken in just the first few days. The campaign’s creative impact has also led to it being picked up by fashion and news titles worldwide.

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