A fitness challenge.
But BETTER.
The Better Challenge is a community fundraising campaign that calls for people to help fund medical research for kinder childhood cancer treatments. All while getting outdoors and being active.
I worked on the campaign concept with a partner, then designed the campaign identity, brand guidelines, home page, web assets and print collateral.
My Role
Campaign Logo
Campaign Brand
UI Art Direction
Collateral Design
Agency
Marlin Communications
Client
The Kids Cancer Project
Project Background and Brief
Each month in Australia, approximately 90 children aged 0–19 years of age are diagnosed with cancer. As many as 90 percent of kids who survive will develop one or more chronic health conditions as a result of treatment.
The brief was to design a fundraising campaign that connected participants to this cause to raise money for vital research.
The Challenge
The participant challenge was to ‘Run, walk or roll 90km in the month of September to help kids with cancer feel better.’ Participants would also raise funds.
The creative challenge was to balance serious subject matter with a fitness event that people would want to take part in, and do so in a way that would connect both to the brand and kids.
The campaign achieved double their target in its first year, raising over $1 million. The hexagon character I created has also become part of The Kids’ Cancer identity.
Campaign Identity
This campaign used a distinct visual style to create impact and bring people in. Bright colours and bold shapes in the Better Challenge logo created a connection with The Kids’ Cancer Project brand which was important for brand awareness. Additionally, the use of characters in both the logo and throughout the identity helped to communicate the challenge in a fun and positive way that people wanted to be a part of, whilst also creating a vital connection to children and the cause.
