Cancer Chicks has launched a new brand platform and campaign ‘FUCC It’ via Mediabrands Content Studio (MBCS) and Initiative’s purpose-led consulting division, Initiative IMPACT.
The provocative platform, ‘FUCC It’, aims to liberate young women living with cancer, while encouraging Australians to keep the conversation going in support of young women dealing with the disease.
The platform aims to make its tagline “a cultural catch cry” that empowers young women not to let cancer, severe chronic and terminal illness define their lives. The campaign’s 30 second hero film tells the empowering story of three such women, brand ambassadors Sharni, Rhiannon and Carlina, who tell their story of reclaiming the normalcy in their lives amid their cancer battles.
The campaign will be rolled out across a multi-channel strategy including screens, radio, OOH, social, print, all amplified by influencers, brand ambassadors and public relations.
MBCS’ general manager, Marshall Campbell, said the team knew it needed a provocative idea to cut through the charity clutter. “There is something liberating in saying ‘F*&% It, I’m doing it anyway’ and that became the basis of CC’s new brand platform, which encourages young women to ‘Be Who You Are, Cancer or Not’,” he said.
“Cancer is often portrayed as a source of sadness and despair, but FUCC It stands out from the norm and seeks to reshape the narrative towards one of empowerment and defiance, rather than yielding to the constraints imposed by illness.”
Danielle Galipienzo, head of Initiative IMPACT, explained: “We invited over 100 media partners to share the Cancer Chicks story, including personal anecdotes from Cancer Chicks members and asking for their media support in bringing this campaign and the essence of FUCC It to life.”
Galipienzo described the response and support garnered from the industry as “phenomenal,” noting how it has resulted in major exposure and channel-tactics to give the campaign “even more colour and impact.”
“We are humbled by the industry getting behind the cause and couldn’t be more thankful for their support,” she said.
Rikki Stern, co-founder of Cancer Chicks, who is also a survivor of Hodgkins Lymphoma, added that “there is no better brand positioning for Cancer Chicks.”
“Every woman I know who has been diagnosed with cancer has had their ‘FUCC It”’ moment that has inspired them to move beyond being a ‘woman with cancer’, to a woman who is proud to be who they are, cancer or not,” she said.
The work follows MBCS’ February announcement that it had appointed creative duo Laura Murphy and Abby Clark.
See also:
MBCS welcomes creative duo Laura Murphy and Abby Clark
Orphan says ‘They need our help’ in latest for children’s cancer research
Credits:
Client: Cancer Chicks
Rikki Stern: Co-founder
Melissa Fein: Board member and Initiative Australia CEO
Michele Molnar: Co-founder
Katrina Konstas: Board member
Kiki Paul: Board member
Adele Greenberg: Board member
Tresna Karras: Board member
Creative agency: MBCS
Olivia Warren: Managing director
Marshall Campbell: General manager
Luke Simkins: Group creative director
Shanan Goldring: Creative director
Livia Canto: Senior producer
Jacob Abi-Arrage: Director/editor
Abby Clark: Copywriter
Laura Murphy: Art Director
Ryan Beetson: Grade
Jonathan Baker: DOP
Nadia Stone: Stills photographer
Collaboration with MIK Studios
Initiative – Media Agency
Chris Colter: Chief Strategy and product officer
Danielle Galipienzo: Head of Initiative IMPACT
Triere Anthony: Client director
Sarah Moore: Client director
Summer Treseder: Strategy manager