Liga proti rakovine | Case Study Christmas campaign and 2% campaign
Our cooperation
For 36 years, the League Against Cancer has been helping cancer patients and their loved ones cope with treatment, psychological stress, and returning to normal life. Its operation relies on voluntary contributions from the public.
We prepare creative solutions for the League Against Cancer for key communication moments of the year. We propose ideas, create content, visuals, and messaging, and ensure their consistent output across communication channels.
Our collaboration began with a Christmas campaign aimed at thanking supporters for their trust. It then continued with the communication of the 2% tax campaign, which annually helps finance patient assistance.
Project Overview
Client: League Against Cancer
Industry: Non-profit sector
Services: 360° campaign, Creative campaign concept, Key visual, Video production, Behind the scenes
Christmas Campaign: The Most Delicate Time of the Year
Goal:
The Christmas communication of the League Against Cancer had a simple goal - to thank the people who support the organization throughout the year.
Insight:
The campaign was based on the insight that while most of society experiences Christmas as a time of gifts and abundance, the Christmas of cancer patients often looks different. They are more fragile, and the most important gifts cannot be wrapped. They take the form of time, closeness, and understanding.
Inspiration:
The inspiration for the creative work was the pre-Christmas workshops of the League Against Cancer, which bring patients together at one table. In a safe environment, they can share their fears, experiences, and hopes – without pretense and without glitter. We have transferred this fragility and authenticity into the key visual of the campaign. The gift does not appear as an object, but as a symbol of presence, humanity, and support.
Execution:
In the world of AI and digital tools, the entire visual was created by hand. From baking the wafer to breaking it and then stitching it back together.
Results
The campaign started as a simple thank you, but eventually surpassed its original intention. Even without a large media budget, it reached thousands of people, the number of contributions doubled year-on-year, and the idea organically made its way into television space.
Campaign 2% from tax
Goal:
The League Against Cancer annually reaches out to the public with a call to donate 2% of their taxes to support cancer patients and their loved ones. For this communication, we have prepared a video campaign that sensitively depicts the moment when a person learns of their diagnosis.
Insight:
The idea of the spot is based on a simple yet powerful insight. When a person learns they have cancer, their life seems to stop at that moment. However, the world around them continues at the same pace.
Behind the scenes from the video production of the 2% campaign
In creating the campaign, it was important for us to avoid pathos or emotional blackmail. Instead, together with director and producer Daniel Laurinec, we relied on strong storytelling that gradually unfolds and allows the viewer to discover its meaning.
"I feel that we managed to capture the insight and the way of experiencing this disease well. That moment when a person finds out they have an oncological disease," says Martin Benca, Creative Director at ui42.
The Christmas communication of the League Against Cancer brought a significant positive PR impact and exceptional reach during a period saturated with commercial communication. We are pleased that its sensitive, human, and authentic approach naturally led to high engagement from both the public and the media. TV JOJ approached us spontaneously based on the communicated Christmas message and gave us a very decent space in the "Interviews 24" with the topic: The Most Fragile Time of the Year. The high level of sharing, positive sentiment, and spontaneous audience reactions convinced us that people like this way of communication and our Christmas message. This reassures us that value-based communication still makes sense.
