As part of Public health England’s drive to lower cancer rates in Britain, we created this brand. Including the look and feel and tonality. It has gone on to become one of PHE’s largest and most effective initiatives to date. The work has been hugely successful both creatively and in terms of effectiveness, picking up an IPA silver along the way. But most importantly, it’s saved countless lives by getting people to visit their GP earlier than they might have if they’d not seen our comms in one of the numerous media channels we operated in.