To address misconceptions about who it can help, CanTeen has unveiled a new look with the help of Behaviour Change Partners and the Hilltop Hoods.
CanTeen CEO Peter Orchard said the youth cancer charity had two dual aims: building on its success over the last 30 years and making sure its message was cutting through to its target audience.
“Our biggest challenge of today is arguably the fact that many young people who need our support don't know about us or don't realise we support young people like them,” Orchard said.
“There is a widely held misperception that CanTeen supports 'kids with cancer' when in reality we work with 12-24 year olds and not just young cancer patients, but also young people dealing with cancer in their family.”
Research found that two thirds of the community are unaware that the charity supports young people who have an immediate family member with cancer with a further 70% unaware that it supports young people who have lost a parent or sibling to cancer.
To address the issue Behaviour Change Partners developed a cinema-focused awareness campaign launching this month, hinged around the concept that 'Cancer's different in a young person’s world.”
The 60 second ad showcases four people currently supported by CanTeen and aims to target both youth and parent demographics.
“Behaviour Change Partners principal Paul Fishlock said the campaign takes “this incredible organisation to the outside world.”
“Our challenge was to capture CanTeen's spirit in a brand idea that worked across the organisation and would address to popular misconception that CanTeen is just for young people with cancer,” Fishlock said.
“With the help of director Tim Gibbs, production company Heckler and the Hilltop Hoods, the
'Cancer's Different in a Young Person’s World' campaign finally takes this incredible organisation to the outside world.”
