Charity or Patient Organisation Including Pro Bono

The Cancer Currency. A suite of priceless paper banknotes that each celebrate a real person and the years lived with metastatic breast cancer.

Brought to life in collaboration with Brian Thompson—the designer behind the current US $50 and $100 bill—each note contains the unique identifiers and security measures seen in other currencies.

And by making sure the notes fall into the right hands, the campaign is already changing policy, helping to secure funding in Europe’s Beating Cancer Plan as announced by Stella Kyriakides, European Commissioner for Health and Food Safety, on 28 October 2023.

Judges Comments

“The Cancer Currency” stood out thanks to its innovative concept, beautiful execution and powerful impact. This clever, original idea has raised awareness and highlighted the need for increased focus on metastatic breast cancer, Both striking and touching, the campaign drove real policy change for the benefit of many people with mBC.

Judges loved The Cancer Currency and the care that was put into every element, making it one of the best executions of emotive storytelling seen. The brilliant level of craft was clearly tied back to insight and real patient stories, making you think about the value of the life of the person living with mBC. Empowering, thought-provoking and memorable—this was a a clear winner.

Sakeena Amjad, Cherry

80% of autistic women and nonbinary people are left undiagnosed by 18 because of male stereotypes dominating the condition. Leaving thousands of people struggling in a world not designed for them, questioning and blaming themselves for being different.

“Now I Know” tells stories to inspire late and undiagnosed autistic women and nonbinary people to have their voices heard and begin to find answers.

Working with Alex Heron, an autistic photographer, we photographed each person in spaces that reflected their personalities. Each person was given a shutter release, giving them control of capturing themselves as they wish to be seen.

Four in 10 people experience microaggressions at work related to their identity. This figure rises to six in 10 for marginalized communities. Microaggressions can have a lasting health impact, including depression, trauma, anxiety, heart disease and type 2 diabetes.

We collected 35 stories of workplace microaggressions. Each story was brought to life by a unique illustration, representing the underlying emotion.

The stories were produced as a book and poster set, printed on tearproof paper that is impossible to ‘destroy’, highlighting the lasting impact.

They were sent to employees and leaders to encourage them to eradicate microaggressions from their workplace.

“Hear My Lungs” was a campaign developed to raise public awareness of Pulmonary Fibrosis (PF), a rare and incurable lung scarring disease that has a devastating impact on people’s lives. PF has a life expectancy of 3–7 years; worse than many common cancers. Awareness is low and diagnosis can take years. It is vital that more people know about PF.

Using the visual metaphor of lungs as a pair of speakers, the campaign takes people inside the lungs of an actual PF patient to hear the devastation inside, reflecting the campaign proposition, “You can’t see lung scarring, but you can hear it.”

KK Women’s and Children’s Hospital (KKH) is Singapore’s largest tertiary referral centre specialised in women’s and children’s health. In 2023, they were looking for a way to empower patients and caregivers with knowledge on a diverse range of topics around maternal and child health, while highlighting Singapore-specific resources available.

Our solution was an educational animation series, introducing bespoke characters who were designed as personified shapes, allowing a wide reach within Singapore’s multicultural population. The animations feel accessible and relatable whilst exploring a variety of complex, and sometimes sensitive, subjects. The series was shared across social media and displayed in clinics.

When in hospital, children’s books can play a powerful role in transporting children from a clinical and scary environment to an imaginary world where they can feel safe and happy.

Emmie’s Books provides children’s books to children in oncology wards in the UK. To encourage donations, we showed people the benefits that reading has in a playful and heartwarming way. We visualised children with cancer immersed in their imagination whilst reading, showing how books can transport them from medical to magical settings. The scenes were inspired by conversations with children with cancer to capture the most uninhibited imaginary scenes.

When one thinks of Parkinson’s, they think of old age and memory problems, not of someone in their 20s, 30s or 40s. Spotlight YOPD, a UK-based charity for those with young-onset Parkinson’s disease, wanted to challenge these misconceptions by creating a campaign to capture public attention.

Each film is a first-person account of the journey from symptoms to coming to terms with the diagnosis. The story is told by our primary character, an older person, explaining their experiences with Parkinson’s. As we hear each story, glitches take you to the final reveal—our narrator is talking about their child.

In 2020 we clapped for nurses and midwives, but the public didn’t really understand their roles. They aren’t old-fashioned stereotypes, they’re leaders in clinical care.

The RCN Foundation, with the CNOs, wanted to challenge deep-rooted societal beliefs, increasing public understanding of the expertise and diversity within nursing and midwifery.

The campaign showed how nurses and midwives are #HereforLife. We followed seven professionals in their day, creating beautiful, honest photography and film, shared through advertising, social content and grassroots engagement.

This pro bono campaign outperformed all KPIs. After seeing #Hereforlife, ~90% agreed there’s more to nursing and midwifery than they thought.