Cancer Chicks say ‘FUCC It’ in new brand platform, via MBCS

April 24, 2024 9:07

Charity organisation Cancer Chicks has launched a new brand platform and campaign via Initiative Impact and Mediabrands Content Studio (MBCS), encouraging Aussies to talk about and support young women with cancer.

‘FUCC It’ hopes to become a cultural catchcry to empower young women to not let cancer, terminal illness or chronic pain to define their lives. The deliberately provocative tagline hopes to grab attention, build rapport and generate a sense of liberation for women with cancer.

The campaign features Cancer Chicks brand ambassadors Sharni, Rhiannon and Carlina – every day mothers, sisters, friends and colleagues, but with cancer. The powerful spot show the women in ‘fuck it’ moments, when they realise they need to escape the confines of their homes, hospitals and cancer treatments, and live life as they want.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.