Pancreatic cancer is one of the biggest cancer killers in Australia.
But nobody talks about it. Government funding for research and support is tiny. Public donations have been below par too. There’s been no field of women, no ice bucket challenges, no “mo bros”.
We were determined to help. Working mainly pro-bono for Pancare Foundation, we harnessed these negatives by positioning pancreatic cancer as ‘The Unfashionable Cancer’. Our communications grabbed the imagination of Australians in a very different way.
We recruited Hollywood style icon Nelson Aspen and Bachelorette Georgia Love as Pancare ambassadors, creating a flood of activity around World Pancreatic Cancer Day and dramatically increasing the profile of Pancare Foundation.
We also helped develop a new online presence and, with a spirited pro-bono PR contribution from our partners at PRX, Pancare is on track for a record year. Most importantly, it is set to make an even bigger difference for people affected by this lethal disease.