Australia – Inherited Cancers Australia, an organisation formerly known as Pink Hope, has rebranded with a new campaign in partnership with advertising agency Cocogun to promote understanding and open discussions on the risk of hereditary cancer.
The campaign, which features photographs of high-risk community members taken by Nic Walker, aligns with the organisation’s advocacy to promote life-saving conversations on family health history and break the cycle of hereditary cancer.
”We believe that knowledge is power. It’s important that the way our brand shows up in the world reflects the intelligence, autonomy and empathy running through our DNA, and that of the community we work with. Cocogun’s strategic and creative approach, and Nic’s photography, have perfectly captured this balance,” Sarah Powell, chief executive officer of Inherited Cancers Australia, said.
“At Cocogun, we believe creativity is the most powerful force in the world – and with the Inherited Cancers Australia team – we’re using it to help them achieve their mission of breaking the cycle of inherited cancer in Australian families. It has been an honour working with a team so knowledgeable and passionate about the generational impact of inherited cancer risk,” Kirsty Reynolds, business director and copywriter of Cocogun, said.
Chris Clausen, design director of Cocogun, added, “Inherited Cancers Australia’s curved lines and organic colours draws inspiration from nature, representing the ongoing journey people who live with an inherited cancer risk face throughout their lives. The colour palette was inspired by the community, who wanted colours more representative of the diversity of its members. The bright yellow combined with photography by Nic Walker contrasts vulnerability and strength within the community, to help ‘break the cycle’.”
Inherited Cancers Australia provides scientific and evidence-based information for those at risk of cancer, aiming for early diagnoses, risk reduction, and better treatment options.
