We are united by what makes us unique.

Together with our longtime partner, collaborator, and friend UICC, and strategist Richie Meldrum we recently created a new three-year campaign for World Cancer Day — an international day to raise awareness about cancer, encourage its prevention, and mobilise action to address the global cancer epidemic.

Research tells us that a people-centred approach to cancer care that fully integrates each individual’s unique needs, with compassion and empathy, leads to the best health outcomes. The World Cancer Day theme for 2025-2027 – “United by Unique” places people at the centre of care – becoming a campaign that asks, listens and acts.

Iconic monuments around the world were lit up, fundraising challenges went global, celebrities used their influence to spread the word, entire communities got involved and most importantly individuals were able to tell their cancer story. This campaign is truly for the people, allowing them to make it their own and share their unique stories—which is what makes it such a rewarding and special project.

Project Impact

— 6bn social media impressions
— 9m engagements
— 530k website visitors
— 300k campaign video views
— 900 activities in 102 countries
— 600+ stories submitted
— 30k press mentions in 162 countries

We’re working on a full case study but the meantime we invite you to visit the World Cancer Day website and if you have one, feel free to share your cancer story.