Ljósið Cancer Rehabilitation Center
Tag, you're it
About the project
One of three people get diagnosed with cancer at some point in their life. That's one of every three in the friend group, two of every six in the family and four of every twelve at the party. The big question is: who's it? The campaign Tag, you're it was created to put these things into perspective.
Cancer does not ask about age, previous occupation, finances or connections – it can be random what people get diagnosed, kind of like being tagged in the schoolyard.
The project that awaited us was to remind people of the importance of Ljósið Cancer Rehabilitation Center and raise funds from all corners of society. Every month about 600 people make use of their services, but in the year 2022 there were about 30,000 arrivals for rehabilitation and the center simply couldn't sustain itself. It was necessary to raise funds to expand their facilities.
Goal
The campaign had many layers that emphasized the striking statistics behind cancer. With the help of the simple game of tag, allowing donators to "tag" others to encourage them to donate and keep the chain of fundraising going. The entire nation came together to raise funds for a new facility for the incredibly important cancer rehabilitation center.
Idea
The centerpiece of the campaign across all media was a simple sentence – Tag, you're it. Our role was to display the sentence with clear visuals and red pen marks were used to point out the striking amount of people of all ages that will be diagnosed with cancer at some point in their life.
Conclusion
The conclusion was an effective, yet beautiful campaign that displays the tough realities of cancer in context. We managed to get companies, individuals and organizations all over the country to help out, raise funds and shine a light on the important work at Ljósið Cancer Rehabilitation Center.
Singer Ásgeir Trausti covered a beloved song by Icelandic band Sálin Hans Jóns Míns "Ekkert breytir því" (Nothing Will Change It).
Cancer touches us all. Tag, you're it!
Tag-chain
We encouraged companies, organizations and individuals to tag others to raise funds for Ljósið, with great success!
Tag-bait
To further raise awareness about this project we wrote news articles with "click-bait" headlines on popular Icelandic news sites that brought people to the website of Ljósið when clicked, encouraging them to donate. The Icelandic word for tag is "klukk", which sounds similar to "click," so it was a clever game of words to call it "klukk-bait".
Next project
@ Hér&Nú 2025
Kt. 690190-1339
Vsk. nr. 22731