The brief: 

People living in rural, regional and remote areas of Australia face many barriers when it comes to blood cancer, including poor access to timely diagnosis and specialist treatment. Sadly, this means their health outcomes are not as good as those of people living in cities.

This tax-time campaign will focus on the Leukaemia Foundation’s new program that’s helping to close the gap, while highlighting the vital importance of current programs that support regional people living with blood cancer today.

Our concept: Postcode Lottery

From the brief, we know that right now in Australia, for people with blood cancer, it’s not a level playing field.

Where someone lives – their postcode – has a massive impact on the diagnosis, treatment and care available, and, tragically, their outcomes.

And compared to city dwellers, regional Australians are faring worse – by a country mile.

It’s a postcode lottery and this bold concept calls on supporters to help the Leukaemia Foundation to end it, so everyone has an equal chance of surviving blood cancer.

Our work included:

• Direct Mail,  Three Wave Appeal
• eDMs, Meta Ads, Social tiles
• Campaign Landing Page