Cancer Research youth strategy

Cancer Research UK is launching a scheme called Today, targeting 18- to 25-year-olds, with visual identity and naming by Love.

The Manchester consultancy won the work in a seven-way credentials pitch, followed by a two-way creative pitch in March.

Unveiled nationally in January 2005, after a trial in Manchester this year, Today will engage a youth market to fund-raise through events and activities. Love account director Alison Johnson says the group was involved in all stages of the programme’s development, from creating the proposition and values to commissioning illustrators Vault49 and Andrew Rae to add to the visual identity.

‘The concept is about taking ownership of the day,’ explains James Quail, creative lead on the project at Love. ‘The illustrative work is intended to show how people make the day their own.’

Love created a typeface specifically for the identity, based on the Dymo labelling system. Vault49 and Rae’s illustrations sit behind the logo and strapline ‘What Are You Going To Do Today?’.

Cancer Research has been developing the youth campaign idea for the past two years, according to Today project manager Jo Power. ‘We wanted to develop a new income stream,’ she says. ‘Research into perceptions of the younger audience showed that the organisation can appear remote from their everyday lives.’

To reach this group Today will host lifestyle events, beginning with a music concert in Manchester next month. Proceeds will fund cancer research. ‘Today is for people who have an active social life but would love the opportunity to get involved with the charity if it fitted in with that,’ says Power.

Love will create posters, tickets, fliers and banner ads to promote Today events. A website, designed by Guru, goes live at www.live4today.co.uk, today.