No one should have to go through cancer without the care of a McGrath Cancer Care Nurse. That’s why the McGrath Foundation is now for all cancers.

The well-known Australian cancer charity approached us for a copy-and-design solution that aligned with their 20th anniversary branding. The campaign focused on the key insight that 1 in every 2 Australians will be diagnosed with cancer in their lifetime.

Our team solved two challenges for this campaign:

1. Celebration vs Need – The anniversary messaging and imagery were celebratory, but as fundraisers, we must demonstrate the need to donors.

2. Heroing a male patient – We featured Paul’s story – the first time a man’s face had promoted a historically very female cause.

With carefully crafted copy from our in-house team, we showed how compassionate, personalised care helps patients navigate cancer and live well.

Our designers used the 20th Anniversary branding in a curated way to add celebratory elements to the campaign’s solutions-based elements. Blending stories, branding, and a clear appeal, the campaign celebrated McGrath’s impact while inspiring support for the future of cancer care. It invited donors to join the McGrath Foundation on the next leg of the journey – for all cancers.