| Titolo | The Cancer Currency (board) |
| Agenzia | VML Health |
| Campagna | The Cancer Currency |
| Cliente | Europa Donna |
| Marca | Europa Donna |
| Data di Prima Diffusione/Publicazione | 2023 / 6 |
| Settore | Istituzioni/Associazioni |
| Trama | Metastatic breast cancer (MBC). An incurable disease and unwinnable battle that remains hidden, marginalised, and underfunded, with those living with it left to feel ignored and worthless. Europa Donna – Europe’s largest breast cancer coalition – asked us to raise awareness of the disease and help inspire positive policy change. The Cancer Currency. A suite of priceless paper banknotes that each celebrate a real person and the years lived with metastatic breast cancer. Brought to life in collaboration with Brian Thompson – the designer behind the current US $50 and $100 bill – each note contains the unique identifiers and security measures seen in other currencies. By creating The Cancer Currency, we demanded greater investment in this devastating disease, changed EU health policy, and ensured those living with MBC are seen and valued, all by speaking in a universal language that can cross any board. Money. And by making sure the notes fall into the right hands, the campaign is already changing policy, helping to securing funding in Europe’s Beating Cancer Plan as announced by Stella Kyriakides – the EU commissioner for health and food safety on 28.10.23. |
| Tipo di Media | Case Study |
| Executive Creative Director | Khalid Latif |
| Artista | Brian Thompson |
| ACD | Nikki Sulentić |
| Copywriter | Ciaran Watkins |
| Designer | Steff Quinn |
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