Feel Yourself Breast Cancer Awareness Campaign
Campaign Concept · Visual Identity · Creative Direction · Copywriting
This project started with a problem I couldn't ignore: October arrives every year and the BCA space fills up with the same imagery. Pink ribbons. Women gazing bravely into the middle distance. Language that frames a diagnosis as a battle to be won or lost. It's well-intentioned. But it's homogenous, passive, and quietly othering. The person with cancer becomes a symbol rather than a subject. "Feel Yourself" was my answer to that. The campaign title works on two levels simultaneously: a literal instruction to self-examine, and an attitude of self-possession and body autonomy. Both meanings are intentional. It treats the audience as adults who can hold both ideas at once, and it centres the person, not the disease.
The Challenge
Breast Cancer Awareness is one of the most saturated campaign spaces in healthcare communications. By October, every surface is covered in the same imagery: pink ribbons, survivor narratives framed as battles, language that positions a diagnosis as something to be defeated through sheer attitude.
The challenge was to create something that felt genuinely different without being provocative for its own sake. It needed to cut through years of accumulated visual noise while still being appropriate for healthcare clients, community outreach settings, and people with a direct personal connection to the disease.
Approach
I developed a full campaign system built around a single reframe: agency over adversity, the person over the diagnosis.
Concepted and named the campaign, building the double meaning of "Feel Yourself" as both literal instruction and attitude
Developed a standalone visual identity with a warm, richly feminine palette completely distinct from the BCA category
Designed display typography direction drawing from the 2026 Type-Collage trend for a headline that feels physical and ownable
Built the system to function independently of any single organisation's branding, for B2B application across healthcare clients
Delivered a full creative package including brief, junior designer handoff, core art, social tiles, email assets and print collateral
