The thoughtful line

How do you find the words to talk to someone who’s just discovered that they or someone they love has cancer? At moments like these, writers have a different kind of reponsibility. Your tone of voice has to be especially well-considered; empathetic and reassuring yet honest. One of the UK’s biggest cancer charities, Cancer Research needed to promote their support services to this shell-shocked audience. Working with our friends at NB Studio we developed a suite of messages and materials that would thoughtfully communicate with them.

We carefully crafted a solution that reflects the brand’s sensitivity and empathy, but also its pragmatism and positivity. The headline ‘It’s cancer. You’re bound to have questions.’ clearly struck a chord with their audience, and continues to do so. In the several years since we wrote it, it’s been used and reused in many contexts, and is currently a major presence on the Cancer Research homepage; it’s become part of their brand language. More proof that a carefully considered line, full of emotional truth, is good for the ages.

Client Cancer Research
Skills Advertising, Brand language, Print
Working with NB Studio

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