Teenage Cancer Trust’s newest out-of-home campaign draws on bold fonts with a simple yet effective concept calling for age-appropriate care for teenagers and young adults with cancer.

Designed by the charity’s in-house creative team, the billboard edits the phrase ‘Cancer care wasn’t made for young people’ with a simple strike-through, transforming it into ‘Cancer care, made for young people’.

The creative highlights both the problem and the solution as provided by Teenage Cancer Trust’s specialist units, nurses and youth workers. It will run nationwide, supported by the charity’s partner Clear Channel as part of its Platform for Good, with accompanying social media set to run across all social channels.

“The insight we’ve had over the last few years suggested that a lot of people were aware of us, but there was a still a lack of awareness about what we do, or why we’re needed,” said Teenage Cancer Trust head of creative James Robertson.

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“We felt that the best way to address this was to simply refer to our roots and focus on the core problem that our founders set out to solve,” he continued.

“We had a healthcare system that was unable to provide the age-appropriate care and support that young people needed. Teenage Cancer Trust was, and still is, the solution.”

Robertson added that the campaign draws on insights from a TikTok by Shell Rowe, who highlighted her experience being diagnosed with cancer when “you’re not a kid, but not quite an adult”.

@shellrowe What fundraiser should I do next? ???? Please leave a suggestion in the comments! ad #justgiveitago #justgiving ♬ original sound – ShellRowe

“The familiar challenge we faced when developing creative to articulate this, was how do you keep the strength of these words, meet the objective of building understanding of us, and the part we play, while creating an ad that’s eye-catching and engaging.”

This meant creating a clean design which was “uncomplicated by anything too clever or conceptual”, and which fit within the word count.

“We found a solution by focusing on the problem and simply correcting it, and the result is a statement that articulates both the problem and our position as the solution,” Robertson added.

Teenage Cancer Trust head of marketing Warren Fiveash said: “We can’t thank Clear Channel enough for their support with this campaign – from design advice to media space. The Platform for Good is changing the lives of so many and helping us to increase awareness of what we do. ”

“We also extend our thanks to Open Media who have been a great support to the campaign.”