the cancer currency

Metastatic breast cancer (MBC) is an incurable disease. One where those diagnosed have no idea how much time they have left. Currently under-recognized and under-represented, those living with MBC have been left to feel ignored and worthless. 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 most valuable currency in the world.

Client: Europa Donna
Agency: VML Health

the banknotes

impact

gallery

presentation board

awards

The Creative Floor Awards: Gold
PM Society Awards: Gold
PM Digital Awards: Gold
Creativepool Awards: Bronze
The One Show: Merit
Clio Health: Shortlist
PHNX Awards: Shortlist

credits

Executive Creative Director: Khalid Latif
Associate Creative Director: Nikki Sulentic
Copywriter: Ciaran Watkins
Designer: Steff Quinn
Artist: Brian Thompson