KCP | I Don’t Want To Be Angel.

Kids Cancer Project strives to get in front cancer through funding research for treatments better than chemotherapy. Chemotherapy is the only government-approved way to treat cancer. But for children, it can be deadly, causing a raft of health problems even when the cancer goes away.

KCP needed to communicate it was looking to fund better treatments, not an impossible cure. They needed a point of difference. And in a market dominated by images of disempowered sick children being used to draw sympathy funding, there was an opportunity to flip cancer-charity tropes on their head.