Ovarian cancer has experienced little change in treatment for over 30 years. With no early detection test, it has a devastatingly high mortality rate. Knowing these facts can be a very isolating experience for women living with the disease. All of this needs to change. The challenge for Ovarian Cancer Australia would be to try and lift the profile and identity of the brand to somewhere near the level of other charities such as Breast Cancer.
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An ‘overreaction’ is needed to rectify the crisis that is ovarian cancer. This rallying cry tells people that they need to act on behalf of women living with ovarian cancer. Most importantly, it’s a unique line that cannot be mistaken for any other form of female cancer.
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The new brand was communicated to all the customers over a seven week period, prior to the launch, which incorporated brochures, film, website and EDM.
The customers were then segmented and targeted with a range of specific messages, through a wide variety of different mediums to maximize the actual awareness and the understanding.
