A bolder brand for a cancer charity

Business objectivesBuild awareness, Raise funds, Shape perceptions
Systems Campaign

Communicating warmth, understanding and care

Stepworks has worked closely with the Hong Kong Cancer Fund on numerous initiatives over the years. Together we created a distinctive identity for CancerFund’s main brand and sub-brands.

Stationery templates and brand guidelines helped the CancerFund team continue to manage its brand long after its conception.

CancerFund has also engaged audiences with a host of awareness and fundraising campaigns. One campaign accumulated steady year-on-year growth of brand awareness during the two years of its rollout. The creative theme of this campaign playfully piggybacked off Hongkongers’ habits in how they carefully chose fruit, to encourage women to build a habit of regularly checking their breasts.

Value created

Shaping perceptions globally – CancerFund’s rebrand contributed to building the perception of CancerFund as a major global cancer authority among Chinese audiences. 

Records achieved – Stepworks developed the creative for CancerFund’s most successful CNY campaign, which resulted in record-breaking donations during the Chinese New Year festivities.

Compound interest – Following a two-year breast cancer awareness campaign developed by Stepworks, market research revealed that 1 in 3 people were aware of the campaign for its first year.

Stakeholders warmly accepted Hong Kong Cancer Fund’s logo, which their team now warmly refer to as their ‘pretzel’ logo
Branding Campaign

Stepworks developed a number of campaigns with CancerFund that successfully achieved their objectives

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