+ Concept
+ Design
+ Naming
+ Activation

Agency: Landor

Secondary breast cancer is breast cancer that has spread to other parts of the body. There is currently no cure. Secondary1st wants to change that, raising awareness and funds to support further research into treatments.

We helped the charity’s founders set up from scratch – from naming and identity to conceiving initial campaigns and marketing strategies. The identity reflects the spirit of Rosie Choueka, who was diagnosed with secondary breast cancer in 2014. Until passing away in 2015, she documented her battle with the disease in a blog, Fighting Genghis, confronting the situation with a humour and a frankness that inspired those around her.  

London ︎︎︎ Melbourne
Design ︎︎︎ Direction