Initial situation
Cancer is the most frequent cause of death in many countries. One of three women and every other man are confronted with this diagnosis once in their lifetime. And nobody is too young or too old to get cancer – or to die of it. But the Austrian cancer research is already accomplishing internationally outstanding achievements. At the Salzburg Cancer Research Institute (SCRI) a team of researchers is doing its best to develop new therapies under the leadership of the internationally renowned oncologist and university professor Dr. Richard Greil.
Strategy
In keeping with the motto „we beat cancer”, REICHLUNDPARTNER and the SCRI developed an eye-catching campaign which is centered around a strong vision: in the year 2050 nobody in Austria shall die of cancer any longer. Again and again, science already succeeded in making the unreal real. Therefore, the visual essence of the campaign is formed by pictures of the moon landing or other examples of outstanding successes. This was once as unthinkable as is today’s vision of beating cancer. But in the background of every big achievement, you will find people trying to achieve the impossible – until they succeed.
Execution
REICHLUNDPARTNER has created the entire appearance of the campaign „we beat cancer” – including the word-image trademark. In addition to the website (www.wir-besiegen-krebs.at), posters and booklets as well as radio and TV spots are making sure that the achievements of the cancer research team at the SCRI are well noticed by the public. Besides creating awareness, the campaign has the purpose to gain financial support for the Salzburg Cancer Research Institute.
