Inherited Cancers Australia rebrands via Cocogun

Rosie Drew

August 28, 2024 7:50

Inherited Cancers Australia rebrands via Cocogun

Inherited Cancers Australia, formerly Pink Hope, has launched a rebrand and out-of-home campaign via Cocogun.

The organisation is committed to helping Australians understand and reduce their risk of hereditary cancer. The name change aims to drive clarity and purpose around its mission.

Inherited Cancers Australia provides scientific, evidence-based resources and connects people to a nurturing community. This has come to life in the new branding, website and nationwide out-of-home campaign featuring powerful photography by portrait photographer Nic Walker.

Inherited Cancers Australia CEO Sarah Powell said: ”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.”

She said Cocogun’s strategic and creative approach and Walker’s photography have perfectly captured this balance.

Cocogun business director and copywriter Kirsty Reynolds added: “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.”

One in two Australians will be diagnosed with cancer by the age of 85, so it is not uncommon for members of the same family to develop the disease.

Only a small percentage of certain cancers (up to 5%) are due to an inherited faulty gene, which increases the risk of cancer.

“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,” Cocogun design director, Chris Clausen, said.

“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’.”