Cure Leukaemia

Fuel the hate, end blood cancer. 

The Challenge

Blood cancer is relentless, and the fight against it demands the same energy in return. Cure Leukaemia needed a campaign that would cut through complacency and turn public attention into action. Awareness alone wasn’t the aim. The ambition was to rally people behind a single cause and drive the fundraising needed to end blood cancer. 

The Craft

We went straight to the people living with it. Patients, families and clinicians told us exactly what they hate about leukaemia, and we let those words lead. Their voices shaped the message, and their reality shaped the imagery. Fuel the Hate turned anger and frustration into momentum, giving people a reason to push themselves and raise the funds needed to end blood cancer.  

The Result

A powerful campaign platform built around real patient voices 

Strong emotional engagement that connected supporters directly to the cause 

A unifying message that motivated people to take on challenges and raise funds 

A campaign that strengthened Cure Leukaemia’s mission to end blood cancer 

Other Work

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