Hello. Hope you like the work. Hello. Hope you like the work.
Hello. Hope you like the work. Hello. Hope you like the work.
  • WCRF_Attractive_Poster
  • WCRF_Attractive_Burger1
  • WCRF_Attractive_Burger copy
  • WCRF_Attractive_HotDog copy
  • WCRF_Attractive_Fizzy copy
  • WCRF_Attractive_steak copy

World Cancer Research Fund

Integrated campaign

Attractive to cancer

Are you really aware of what foods can cause cancer?

Will you take the test to find out?

World Cancer Research Fund realised there was a clear need to educate and motivate younger demographics who often dismiss Cancer as something they don’t need to think about until they get older.

Rooting our campaign in the visual world of the fashion industry – we subverted the standard image, showing attractive people gorging on the day to day foods which can ‘invite’ cancer into their bodies.

The images were shot by Rankin, and ran as a series of print ads and social media films.

RESULTS

10,000 tests taken in just the first few days. WCRF’s message went from low awareness and low engagement to an increase of 850% in website page views and 339% increase in new users compared with the same period last year. And the campaign’s creative impact led to it being picked up by fashion and news titles worldwide.