Brother Design shows the real faces of cancer in print campaign for LGFB

  • Advertising
  • June 13, 2014
  • StopPress Team
Brother Design shows the real faces of cancer in print campaign for LGFB

Brother Design is lending its award-winning design skills to a good cause in a new campaign for not-for-profit organisation Look Good Feel Better (LGFB) by launching a print campaign to raise awareness about 'Feel Better' month, which runs over the course of July. 

LGFB focuses on improving the self-esteems of cancer sufferers by teaching them make-up techniques in an effort to help them overcome the taxing toll that treatments take on the body. The make-up training sessions are held periodically at workshops, which cancer suffers can register for via the LGFB website.   

 

Interestingly, Brother Design has sourced the imagery for the campaign from photographs taken at recent workshops, and Look Good Feel Better general manager Clare O’Higgins feels that this gives the promotional push a more authentic feel.    

"We felt it was important to reflect that in our advertising so that New Zealanders could relate to real people in real life situations rather than models," she says. "The women appearing in our campaign have all experienced cancer and the positive impact of attending a Look Good Feel Better workshop. We felt their images and stories were the best way to communicate that to others and the team at Brother Design agreed."

O'Higgins says that the work by Brother Design was "brilliant at unmasking" what LGFB does and that the print ads provide an honest reflection of how the organisation tries to help those suffering with the disease.    

"They truly understand what we’re trying to achieve and have developed a campaign we are very proud of. Not only have they designed the print element, they’ve also created the brand positioning, merchandise design and Feel Better Month collateral. It’s given us a platform to build on as we reach out to all the New Zealanders with cancer who need our help."

These complimentary words come at a good time for the agency, which recently won 'Best of Show' gong at the Vertex Awards, brushing aside strong international competition in the process. 

A release from LGFB says that the organisation also plans to release an updated version of its website in August. 

Credits:

Creative Lead: Debbie Hyde (Brother Design)
Copywriter: Mario McMillan (Büro)
Peter Meecham: Photography
Business Director: Jenny McMillan (Brother Design)

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