Cancer Chicks launches empowering ‘Fucc It’ campaign for young women

Cancer Chicks, a charity organisation, has unveiled a new brand platform and campaign, ‘FUCC It’, designed to support young women living with cancer.

The campaign was developed in collaboration with Initiative IMPACT and MBCS, with the tagline ‘FUCC It’. It’s intended to inspire young women not to let cancer or severe chronic and terminal illness define their lives.

The campaign includes a 30-second hero video featuring Cancer Chick brand ambassadors Sharni, Rhiannon and Carlin, all of whom have a cancer diagnosis. The videos centre around the women experiencing a FUCC It moment and decide to escape the confines of their homes, hospitals and cancer treatment and live life as they want to.

The campaign will be promoted across multiple channels including Screens, Radio, OOH, Social, Print, and will be supported by influencers, brand ambassadors and PR.

General Manager MBCS, Marshall Campbell, said, “There is something liberating in saying “F*&% It, I’m doing it anyway” and that became the basis of CC’s new brand platform, which encourages young women to ‘Be Who You Are, Cancer or Not’.”

Head of Initiative Impact, Danielle Galipienzo, added, “We invited over 100 media partners to share the Cancer Chicks story, including personal anecdotes from Cancer Chicks members and asking for their media support in bringing this campaign and the essence of FUCC It to life.”