Cancer Council NSW
Bringing Cancer Council’s Mission to Life Through Story
Brief
Cancer Council NSW partnered with Laundry Lane to create a flagship brand video that would inspire giving, strengthen donor confidence and highlight the organisation’s impact across research, prevention, advocacy and support. The video needed to communicate the scale of the cancer challenge while instilling hope; positioning Cancer Council NSW as an innovative, credible and purpose-driven leader tackling cancer from every angle.
The piece would be used at events, in donor engagement packages and across owned channels, reinforcing the organisation’s ‘All of Us’ brand message: that progress is only possible when we all play a part.
Solution
We developed a cinematic, audio-led storytelling format built around the authentic voices of Cancer Council NSW researchers, community ambassadors, volunteers and donors. Each shared their motivation for working toward a cancer-free future, together forming a narrative of collective impact.
The visual layer combined cinematic b-roll with emotive everyday moments, showing contributors both in their roles and personal lives — a creative choice that humanised the message and embodied the idea that tackling cancer takes all of us. Subtle branded motion graphics underscored key statistics and impact data, creating a balance between emotional storytelling and evidence-based credibility.
Guided by our Sensitive Storytelling approach, the production process prioritised empathy, consent and authenticity, ensuring participants felt safe and empowered to share their stories. The result is an uplifting, thought-provoking video that celebrates progress, inspires generosity and positions Cancer Council NSW as a movement in the fight against cancer.
