When an illness affects the entire surroundings

In Switzerland, 20 women are diagnosed with breast cancer every day. That means over 70'000 mothers, partners, daughters, sisters and friends are living with breast cancer. Alongside them are just as many families whose everyday lives are burdened by fear, worry and helplessness. This social dimension makes breast cancer an issue that goes far beyond individual fates. 

Strategic approach in co-creation with the client 

evoq kicks off the project with a joint creative workshop and works with representatives from the fundraising, marketing and digital teams to develop the strategic foundations and key messages for the measures planned for October. Two key starting points for campaign development are identified: Breast cancer evokes a high level of concern that extends far beyond patients themselves. 

From lone fighter to solidarity movement 

The concept developed breaks with the common portrayal of cancer patients as isolated individuals. Instead, evoq depicts a woman affected by cancer in her various roles in life: as a mother, partner, daughter and friend. This perspectives makes the impact of the disease immediately tangible and creates potential for identification far beyond those directly affected: “It could have happened to me or my loved ones.”

Well-known symbolism staged independently 

The visual implementation of the campaign deliberately focuses on documentary authenticity and tells the story of Katharina. Katharina the mother, the partner, the friend. An insight into the challenges, worries and fears, but also the hopes of the close-knit team of four. 

These different perspectives and the almost painful authenticity are summed up in the concise core message: Breast cancer affects us all! 

The design breaks with restrained, stereotypical shades of pink and instead confidently uses a rich pink. Combined with the bright Cancer League orange and the dynamic use of the solidarity ribbon, this creates a unique visual identity with high recognition value. 

Recognizable independence across all measures: from print to social media 

The NPO campaign focuses on direct mail, which is distributed to one million households throughout Switzerland and expands the existing donor base. Digital out-of-home and display ads increase visibility and reach. Social media stories, reels and paid posts address less involved and younger target groups, drawing attention to the urgency of the issue and the important services offered by the Cancer League.