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.
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.
Brand assists in fundraising, reaching out to stakeholders and uniting people around a cause. Brand also brings focus to why that cause matters, and can instil a sense of urgency. From communicating change in the organisation to expressing theory of change, public services and not-for-profit organisations find it easier to accomplish objectives with clearly aligned branding.
Hong Kong
702, LKF29
29 Wyndham Street
Central
+852 3678 8700
Singapore
160 Robinson Road, #14-04
Singapore 068914
+65 6668 7233
