Following the launch of their Strategy Statement 2013–2017, Irish Cancer Society has been steadily and systematically aligning itself to a more assertive and focused role in the fight against cancer. Coping and caring have been common associations with the Society. However, with Ireland having one of the highest and fastest rising incidences of cancer in the world, eliminating is where their sights are now set.
To reflect this shift in focus, we developed a new positioning strategy, to communicate a renewed energy in the fight against cancer and the shift in emphasis from coping to eliminating.
To align this positioning internally, we facilitated a ‘one voice’ programme, which ran throughout last year, bringing together and aligning all facets of the Society to the new positioning. This was followed by an agency pitch and appointment of Chemistry as the lead agency, tasked with bringing the positioning to life across the yearlong calendar of events.
Working alongside Chemistry, “We will not stop until cancer does” was launched in February as a brand ideal to underpin the Societies’ purpose within the cause of cancer and to unite and direct internal communications, operations, behaviour and external communications. The new positioning statement was created as a clear communication of intent.
‘We won’t give up until cancer does’ is not a just a communications line though, it is a statement of purpose and a call to concerted action. Concerted action both internally and externally. Work on this is on going.
