MD Web Cases KLS 2

Krebsliga

Breaking the taboo

行业

  • Public sector & non-profit

服务

  • Messaging and claims
  • Brand identity systems (CI/VI)
  • Brand implementation
  • Brand communications (internal and external)

One in every three Swiss once in his life suffers from cancer. Despite this number, cancer is hardly debated in everyday life. In this context, we develop an umbrella brand appearance for the Swiss Cancer League that courageously yet considerately brings up the tabooed topic. At the same time it communicates the large radius of impact of the Swiss Cancer League.

The situation

The Swiss Cancer League offers more than its name says. We accompany the organization on its way and in a sensitive topic. One in every three Swiss once in his life suffers from cancer. Despite this number, cancer is hardly debated in everyday life. This is where the league comes into play with a key role and responsibility. Though, its valuable benefit doesn’t always reach the people as expected. We accompany the Swiss Cancer League in its challenge.

Our strategy

We are developing an umbrella brand appearance for the Swiss Cancer League that courageously brings up the tabooed topic. The new brand appearance is direct and blunt, without lacking finesse and tact. Yet, the brand states clearly the broad contribution of the Swiss Cancer League regarding prevention, early recognition, consultation, professional support, and research funding; not only for the affected people but also their social environment and society as such.

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What we did

Three compelling national campaigns are the core of our engagement for the Swiss Cancer League.

  • Umbrella brand appearance
  • Communication toolkit for the national as well as the numerous regional leagues
  • National campaign with a number of focus topics
  • Communication for fundraising activities
  • Accompanying print media
MD Web Cases KLS 4

Our solution

An umbrella brand appearance that communicates the sensitive topic in a bold yet dignified and positive manner. The brand appearance allows the Swiss Cancer League to communicate in a consistent way, allowing to place general as well as very specific topics. At the same time, the variety of communication needs from a regional, cantonal, and national can be linked and answered in an efficient and effective way.

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Numbers speak for themselves

  • 4 multimedia campaigns throughout Switzerland

  • 12,075,423 ad impressions in the autumn 2018 campaign

  • 62,289 website visits in the autumn campaign 2018

  • 100% sense of community from the umbrella association to the regions

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