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    Cancer Chicks launches ‘FUCC IT’ via Initiative IMPACT and MBCS

    Cancer Chicks has launched a new brand platform and campaign ‘FUCC It’ via Mediabrands Content Studio (MBCS) and Initiative’s purpose-led consulting division, Initiative IMPACT.

    The provocative platform, ‘FUCC It’, aims to liberate young women living with cancer, while encouraging Australians to keep the conversation going in support of young women dealing with the disease.

    The platform aims to make its tagline “a cultural catch cry” that empowers young women not to let cancer, severe chronic and terminal illness define their lives. The campaign’s 30 second hero film tells the empowering story of three such women, brand ambassadors Sharni, Rhiannon and Carlina, who tell their story of reclaiming the normalcy in their lives amid their cancer battles.

    The campaign will be rolled out across a multi-channel strategy including screens, radio, OOH, social, print, all amplified by influencers, brand ambassadors and public relations.

    MBCS’ general manager, Marshall Campbell, said the team knew it needed a provocative idea to cut through the charity clutter. “There is something liberating in saying ‘F*&% It, I’m doing it anyway’ and that became the basis of CC’s new brand platform, which encourages young women to ‘Be Who You Are, Cancer or Not’,” he said.

    “Cancer is often portrayed as a source of sadness and despair, but FUCC It stands out from the norm and seeks to reshape the narrative towards one of empowerment and defiance, rather than yielding to the constraints imposed by illness.”

    Cancer Chicks launches ‘FUCC IT’ via Initiative IMPACT and MBCS

    Danielle Galipienzo, head of Initiative IMPACT, explained: “We invited over 100 media partners to share the Cancer Chicks story, including personal anecdotes from Cancer Chicks members and asking for their media support in bringing this campaign and the essence of FUCC It to life.”

    Galipienzo described the response and support garnered from the industry as “phenomenal,” noting how it has resulted in major exposure and channel-tactics to give the campaign “even more colour and impact.”

    “We are humbled by the industry getting behind the cause and couldn’t be more thankful for their support,” she said. ​

    Rikki Stern, co-founder of Cancer Chicks, who is also a survivor of Hodgkins Lymphoma, added that “there is no better brand positioning for Cancer Chicks.”

    “Every woman I know who has been diagnosed with cancer has had their ‘FUCC It”’ moment that has inspired them to move beyond being a ‘woman with cancer’, to a woman who is proud to be who they are, cancer or not,” she said.

    Cancer Chicks launches 'FUCC IT' via Initiative IMPACT & MBCS OOH

    The work follows MBCS’ February announcement that it had appointed creative duo Laura Murphy and Abby Clark.

    See also:
    MBCS welcomes creative duo Laura Murphy and Abby Clark
    Orphan says ‘They need our help’ in latest for children’s cancer research


    Client: Cancer Chicks
    Rikki Stern: Co-founder
    Melissa Fein: Board member and Initiative Australia CEO
    Michele Molnar: Co-founder
    Katrina Konstas: Board member
    Kiki Paul: Board member
    Adele Greenberg: Board member
    Tresna Karras: Board member

    Creative agency: MBCS
    Olivia Warren: Managing director
    Marshall Campbell: General manager
    Luke Simkins: Group creative director
    Shanan Goldring: Creative director
    Livia Canto: Senior producer
    Jacob Abi-Arrage: Director/editor
    Abby Clark: Copywriter 
    Laura Murphy: Art Director
    Ryan Beetson: Grade
    Jonathan Baker: DOP
    Nadia Stone: Stills photographer
    Collaboration with MIK Studios

    Initiative – Media Agency
    Chris Colter: Chief Strategy and product officer
    Danielle Galipienzo: Head of Initiative IMPACT
    Triere Anthony: Client director
    Sarah Moore: Client director
    Summer Treseder: Strategy manager

    The post Cancer Chicks launches ‘FUCC IT’ via Initiative IMPACT and MBCS appeared first on Mediaweek.

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