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Mater community brand

Cancel cancer

Mater is one of the most respected names in the heath care sector. Equally, the Mater Foundation is a philanthropic brand admired widely for the incredible work it does in raising funds for health causes, including cancer.
However, the Mater foundation recognised they had a problem in that they had specific cancer fundraising events acting as sub-brands. The foundation saw that best practice demanded the need for a broader “cancer” brand that could live alongside and beyond the specific fundraising events. Creating the brand was where we came in.

Strategy Health Brand

Challenge

One of the key challenges was the strategic execution of how Mater’s brand hierarchy should work. This formed and shaped the creation of the new “community” cancer brand in various ways.

A further challenge was understanding how to create a brand that had resonance in the “cancer community” and what kind of tone and values it should adopt.

A brand has to connect with different stakeholders, and for this project it meant going across an array of audiences, from internal Mater medical clinicians right through to potential corporate supporters.

STRATEGY

A significant amount of strategic work was undertaken before the creative phase of the project began. The client had brands and events within its portfolio that required analysis as to how they could work within a re-pivoted brand structure featuring a new community cancer brand.

Cancer is among the most emotive of all topics, so strategically we had to do deep dives into how certain approaches would be accepted and make choices based on findings and assumptions. There was a delicateness and respect infused throughout the strategic process that created a more watertight foundation before creative work began.

Creative

Naming processes can be quite organic and this project certainly landed in this territory. A number of names were mooted and internally discussed before our team agreed on a shortlist that could be presented to client. This shortlist covered a spectrum of approaches, each with their own distinct style and appeal.

The name that was the most provocative and “meaningful” was the name that resonated most with the client and became their choice. That name—UNCANCER—was seen as a beacon of action, aspiration and purpose. Boldness is often in short supply when it comes to creative approval and brand name selection but in this instance it was credit to the client and agency team to marshall through such evocative creativity.

Impact

The rollout of UNCANCER continues to create substantial impact within the community. The Mater brand and their dedicated cancer events have integrated the new brand into the hierarchy and are seeing the benefits of a strong strategic and creative approach.