Challenge
Moffitt Cancer Center needed a memorable way to bring attention to its message while treating cancer with the seriousness it deserves. A separate grassroots fundraising effort invited people to see a place for themselves in supporting the cause.
Moffitt Cancer Center needed a memorable way to bring attention to its message while treating cancer with the seriousness it deserves. A separate grassroots fundraising effort invited people to see a place for themselves in supporting the cause.
Role
My work included creative direction, campaign development, and brand communications.
My work included creative direction, campaign development, and brand communications.
Approach
The outdoor execution used light-sensitive UV inks to reveal its message over time. The medium became part of the idea: exposure to sunlight changed what people could see. The fundraising work approached participation through the many ways cancer touches people’s lives, creating an invitation to contribute to a shared cause.
The outdoor execution used light-sensitive UV inks to reveal its message over time. The medium became part of the idea: exposure to sunlight changed what people could see. The fundraising work approached participation through the many ways cancer touches people’s lives, creating an invitation to contribute to a shared cause.
Outcome
The work applied two distinct creative approaches to the cause: an outdoor message designed to change over time and a grassroots invitation to take part in fundraising.
The work applied two distinct creative approaches to the cause: an outdoor message designed to change over time and a grassroots invitation to take part in fundraising.
OOH printed with light sensitive UV inks that change color over time to reveal message.
A grassroots fundraiser on behalf of Moffitt cancer center
No one is free from cancer. Regardless of age, race, gender, religion, economic status or anything else that differentiates one human being from another, everyone is directly or indirectly affected by the disease. For this reason, the call to cure cancer might be the most inclusive movement there is. One that everyone in the world can get behind.
Let's build what's next.
