Evoq develops integrated breast cancer campaign for the Swiss Cancer League

In Switzerland, 6600 women are diagnosed with breast cancer every year. They are mothers, partners, daughters, sisters and friends living with breast cancer. And with them, just as many families whose everyday lives are burdened by fear, worry and helplessness.

From lone fighter to solidarity movement

At the joint creative workshop, the agency and the client identified the central starting points for the campaign development: Breast cancer triggers a high level of concern that extends far beyond the patients themselves.

In the subsequently developed concept, evoq breaks with the conventional approach of presenting cancer as an individual fate and stages an affected woman in her various life roles: as mother, partner, daughter and friend. This perspective makes the scope of the disease directly tangible and creates potential for identification far beyond those directly affected: "It could have affected me or my loved ones too."

Olivia Schmidiger, Public Fundraising Specialist at the Swiss Cancer League, says: "With this emotional closeness, evoq not only underlines the urgency of the issue, but also creates an attitude of solidarity. A solidarity that goes beyond mere pity for those affected and makes the social dimension of the disease visible."

Familiar symbolism staged independently

The visual realization of the campaign deliberately focuses on documentary authenticity and tells the story of Katharina. Katharina the mother, the partner, the friend. These different perspectives and the almost painful authenticity are brought to the point in the concise core message: Breast cancer affects us all!

The design breaks with restrained, stereotypical pink tones, instead relying confidently on rich pink. Combined with the bright Cancer League orange and the dynamic use of the solidarity loop, the result is an independent visual with a distinctly recognizable look.

Recognizable independence across all measures

The focus of the NPO campaign is on the litter throw, which is distributed to one million households throughout Switzerland and expands the existing donation base. Digital out-of-home and display ads increase visibility and reach. Social media stories, reels and paid posts are used to address less involved and younger target groups and draw attention to the urgency of the issue and the important services offered by the Cancer League.

Aline Meierhans, Marketing Specialist at the Swiss Cancer League, says: "Thanks to the integrated approach and close collaboration with evoq, we were able to achieve a consistent brand presence and high recognizability across all online and offline communication and advertising channels. This enabled us to conceive, create and play out a campaign that was integrated across all disciplines."

Responsible at Krebsliga Schweiz: Eva Helene Röse Ilardi (Head of Public Fundraising), Olivia Schmidiger (Public Fundraising Specialist), Aline Meierhans (Marketing Specialist). Responsible at evoq communications AG: Adrian Schaffner (mandate management), Susanne Pfäffli (creative direction, concept, text), Markus Wohlhüter (concept, art direction), Gianluca Flütsch (graphic design), Daniel Kuster (project management, production). Photography: Sophie Frei (Graphics & Design Specialist) Swiss Cancer League.