Moffitt Cancer Center
A billboard that only works in the sun.
Moffitt Cancer Center needed people to notice without making light of cancer. We designed an outdoor board printed in light-sensitive ink that reveals its message over time. Separately, Erase Cancer is a grassroots fundraiser on Moffitt’s behalf.
- Client
- Moffitt Cancer Center
- Category
- Cancer care and research
- Our role
- Creative direction, campaign development, brand communications
- Two ideas
- UV-reactive outdoor and a grassroots fundraiser
The brief
Be memorable about cancer while treating it with the seriousness it deserves.
The idea
Let the medium carry the message. Sunlight changes what people see.
The result
Two ideas for one cause: a board that changes over time, and an invitation for everyone to help.
From the street to the movement.
Three efforts, and six places they show up.
01 The board
Exposure reveals the message.
Outdoor boards printed with light-sensitive UV inks change color over time, bringing the message out as the sun hits them.
Out of home, UV-reactive ink
02 The page
Skin cancer. Breast cancer. Beat it.
Print ads carry the same Beat it badge across cancer types, each pointing to one number and one website.
03 The screen
The same badge, on every screen.
Email and mobile extend the campaign, with a direct line to call.
Email and mobile
04 Women’s Center
The moment she felt stronger.
Ads for the Women’s Center tell stories from the moment a patient decided cancer wasn’t going to win.
Women’s Center print
05 The mark
One is important. Three is life or death.
If one word describes the Erase Cancer movement, it is urgency. An exclamation point says something matters. Stack three, and important becomes critical, then life or death.
Erase Cancer identity
06 The movement
Give with three exclamation points.
The idea let supporters text !!! to give, then wear the mark on umbrellas, tees and hats.
Grassroots fundraising
No one is free from cancer.
Regardless of age, race, gender, religion, income or anything else that sets one person apart from another, everyone is affected by the disease, directly or indirectly.
That makes the call to cure cancer one of the most inclusive movements there is, one the whole world can get behind.
What we did
- Creative direction
- Campaign development
- Out of home
- Email and mobile
- Identity
- Fundraising
- Merchandise