Cancer Chicks launches ‘FUCC IT’ via Initiative IMPACT and MBCS [Video]

Cancer Chicks has launched a new brand platform and campaign ‘FUCC It’ via Mediabrands Content Studio (MBCS) and Initiative’s purpose-led consulting division, Initiative IMPACT.

The provocative platform, ‘FUCC It’, aims to liberate young women living with cancer, while encouraging Australians to keep the conversation going in support of young women dealing with the disease.

The platform aims to make its tagline “a cultural catch cry” that empowers young women not to let cancer, severe chronic and terminal illness define their lives. The campaign’s 30 second hero film tells the empowering story of three such women, brand ambassadors Sharni, Rhiannon and Carlina, who tell their story of reclaiming the normalcy in their lives amid their cancer battles.

The campaign will be rolled out across a multi-channel strategy including screens, radio, OOH, social, print, all amplified by influencers, brand ambassadors and public relations.

MBCS’ general manager, Marshall Campbell, said …