CanTeen rebrands as it seeks to address misconception around who the charity helps
To mark its 30th anniversary, youth cancer charity CanTeen has unveiled a new brand, rolling out a new cinema campaign to highlight the work of the charity.
The new campaign, created by Behaviour Change Partners, aims to address a misperception the charity only works with young people with cancer with the campaign featuring a variety of young people talking about how cancer has impacted their life.
“CanTeen helps young people cope when cancer crashes into their world and over our 30 years, we have created 65,000 opportunities for young people affected by cancer to meet and support others their age going through the same thing,” said CanTeen CEO Peter Orchard.
“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 “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.
“In order to support more of the 23,000 young people who have to face the challenge of cancer every year, we needed to make ourselves more relevant and more visible to young people and their families.”
The charity have worked with Sydney based Behaviour Change Partners on the project since May last year.
“The more time we spent with CanTeen the more we understood CanTeen’s unique combination of experienced professionalism and youthful energy,“ said Behaviour Change Partners’ Principal Paul Fishlock.
“Our challenge was to capture CanTeen’s spirit in a brand idea that worked across the organisation and would address the popular misconception that CanTeen is just for young people with cancer. 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.”
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