Cancer Chicks say ‘FUCC It’ in new brand platform, via MBCS
Charity organisation Cancer Chicks has launched a new brand platform and campaign via Initiative Impact and Mediabrands Content Studio (MBCS), encouraging Aussies to talk about and support young women with cancer.
‘FUCC It’ hopes to become a cultural catchcry to empower young women to not let cancer, terminal illness or chronic pain to define their lives. The deliberately provocative tagline hopes to grab attention, build rapport and generate a sense of liberation for women with cancer.
The campaign features Cancer Chicks brand ambassadors Sharni, Rhiannon and Carlina – every day mothers, sisters, friends and colleagues, but with cancer. The powerful spot show the women in ‘fuck it’ moments, when they realise they need to escape the confines of their homes, hospitals and cancer treatments, and live life as they want.
MBCS’ general manager, Marshall Campbell, said a provocative idea was needed to cut through charity clutter and empower young women.
“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.
“The concept revolves around showcasing the remarkable achievements of Cancer Chicks. ‘FUCC It’ emerges as a guiding attitude for these women, who simply have not allowed cancer to define them; the videos capture the essence of their resilience and determination.
“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.”
Cancer Chicks’ co-founder, Rikki Stern, and survivor of Hodgkins Lymphoma, said: “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.
“We are so excited to see ‘FUCC It’ out in market and can’t wait for the conversations to begin,” she added.
The campaign will be brought to life across TV, radio, OOH, social, and print, as well as brand ambassadors, influencers and PR.
The creative is strong, and a high-reaching media campaign was needed to do it justice, according to Danielle Galipienzo, head of Initiative Impact.
“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.
“The immediate response and support we saw was phenomenal and has resulted in significant exposure across all major channels and some amazing tactics to give the campaign even more colour and impact,” she continued. “We are humbled by the industry getting behind the cause and couldn’t be more thankful for their support.”
The campaign will run for six weeks in market.
Credits:
Client – Cancer Chicks
Rikki Stern – Co-founder
Melissa Fein – Board member & Initiative Australia CEO
Michele Molnar – Co-founder
Katrina Konstas – Board member
Kiki Paul – Board member
Adele Greenberg – Board member
Tresna Karras – Board member
MBCS – Creative agency
Managing director, Olivia Warren
General manager – Marshall Campbell
Group creative director – Luke Simkins
Creative director – Shanan Goldring
Senior producer – Livia Canto
Director/editor – Jacob Abi – Arrage
Copywriter – Abby Clark
Art director – Laura Murphy
Grade – Ryan Beetson
DOP – Jonathan Baker
Stills photographer – Nadia Stone
Collaboration with MIK Studios
Initiative – Media agency
Chris Colter – Chief strategy & product officer
Danielle Galipienzo – Head of initiative impact
Triere Anthony – Client director
Sarah Moore – Client director
Summer Treseder – Strategy manager
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