THE PROBLEM:
Metastatic breast cancer (MBC) is an incurable disease. One where those diagnosed have no idea how much time they have left. Currently under-recognised and under-represented, those living with MBC have been left to feel ignored and worthless. But now we have the power to change that.
Idea:
We need to ensure those living with MBC are treated with the same importance as those living with other cancers, and that their lives are counted, their stories understood, and their worth acknowledged. So, we highlighted the immense value people living with MBC still have to offer, however long they have left by creating ‘The Cancer Currency’ - the most valuable currency in the world.
We will share this currency as a means to spread the word on the immense value those with MBC have.
IMPACT:
Already influencing policy at the highest levels, the campaign moved Stella Kyriakides - the EU commissioner for health and food safety – to action, as she took to the stage at ED’s 17th annual conference and proclaimed that for the first time, metastatic disease will be included in Europe’s ‘Beating Cancer Plan’, with specific allocation of funding.
Role:
ACD and Art Director across banknote designs, website, film, production & social.
caSE STUDY FILM
THe cancer currency
THE BANKNOTE PRINTING PROCESS
