Bowel cancer only affects older people, right? Wrong. Young people get bowel cancer too – a lot of young people in fact. Around 2,500 under 50s are diagnosed in the UK every year. But with more than nine out of ten new cases in people over the age of 50 and nearly six out of ten cases in people 70 and over, the support, literature and understanding leans heavily towards these age groups.
The under 50s are an overlooked minority. That changed in November 2018 when Sophia Sangchi, diagnosed with stage four bowel cancer at just 31, founded ‘Never Too Young’ and came to us with a vision.
Never Too Young (NTY) – is a project group (part of Bowel Cancer UK) exclusively run by young people affected by bowel cancer for young people affected by bowel cancer.
Patients, partners, family and friends united by one thing – a drive to share personal experiences, raise awareness and make changes that save lives.
Our mission became to help change that tiny little word ‘if’ to ‘when’ – by creating a brand expression that captures attention, drives awareness, builds community, empowers conversations, and ultimately could result in saving young lives.
The colon became a clever, clear and simple shortcut to the brand – from being part of the logo itself, to a headline, to appearing as ratios, times, fractions, and even loo rolls – each designed to help drive awareness of the key symptoms to be aware of at every touchpoint.
Taxi Studio Designer, Charlie Tallis says: “The NTY project team have been genuinely inspiring collaborators – with most of them undergoing treatment throughout the project – sometimes needing to leave Zoom calls for chemo sessions – while continuing with their day jobs during a pandemic – an incredible, inspiring group of people. It’s been an honour to work with them in developing this, hopefully, life-saving initiative.”
Sophia sadly died in November 2019, but Never Too Young is her incredible legacy, and through it, she is continuing to help young people with bowel cancer across the UK.
Agency: Taxi Studio
Copywriting: Reed Words
Custom Font Creation: Ginger Monkey Design
Source: Taxi Studio