Because of its size, the CRUK brand as it stood seemed overbearing and authoritative.

Research showed that many people thought it was government-funded, not realising that 90%

of their donations came from regular people donating under £10.

Many also confused it with a government-linked ‘umbrella brand’ for all cancer charities, thinking they could donate to any charity with the same effect. Few appreciated the extent of their work in the wider public, and internally few knew what their proposition “Together we will beat cancer” meant, to whom it was directed and how they could act on it.

We created the Collective Force – scientists, supporters and fundraisers all acting to cure cancers

sooner. The identity celebrates the best that can happen when scientists and the public work together, and the symbol places new meaning into the “Big C” with positive associations that further help to reduce the fear of cancer.

The refreshed brand launched in September 2012 with a brand campaign using the evolving “C”.

It called the public to “Join the fight against cancers”. The public responded, with 30,000 joining the Collective Force on Facebook in the first week alone, many recreating their own versions of the “C”. Bold initiatives are bringing in more funds, and CRUK has been voted the 10th most loved brand among 18-24 year olds.