The campaign boldly proclaims “FUCC IT” as a rallying cry to empower young women living with cancer

Cancer Chicks, a charity organization, has unveiled a new brand platform and campaign called FUCC It, designed to spark conversations and support for young women living with cancer in Australia. Developed through a collaborative effort between Initiative IMPACT and MBCS, FUCC It aims to establish itself as a cultural rallying cry, encouraging young women not to let cancer or other serious illnesses define their lives. The bold tagline seeks to capture attention, foster connection, and instill a sense of empowerment among the individuals supported by Cancer Chicks.

Marshall Campbell, General Manager at MBCS, emphasized the necessity of a provocative concept to break through the clutter of charitable initiatives and empower extraordinary young women who, despite their diagnosis, strive to be seen and treated equally.

“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’.”

At the core of the campaign is a 30-sec campaign film with Cancer Chick brand ambassadors Sharni, Rhiannon and Carlina, all everyday mothers, sisters, friends and colleagues, but with a cancer diagnosis in common, and all sharing an inspirational attitude.  The powerful videos show the women experiencing a FUCC It moment when they realise the need to escape the confines of their homes, hospitals and cancer treatment and live life as they want to.

“The concept revolves around showcasing the remarkable achievements of Cancer Chicks,” added Marshall. “FUCC It emerges as a guiding attitude for these women, who simply have not allowed cancer to define them; the videos capture the essence of their resilience and determination.

“Cancer is often portrayed as a source of sadness and despair, but FUCC It, stands out from the norm and seeks to reshape the narrative towards one of empowerment and defiance, rather than yielding to the constraints imposed by illness,” Marshall said.

Danielle Galipienzo, Head of Initiative Impact 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. The immediate response and support we saw was phenomenal and has resulted in significant exposure across all major channels and some amazing tactics to give the campaign even more colour and impact.  We are humbled by the industry getting behind the cause and couldn’t be more thankful for their support.”

Rikki Stern, Co-Founder of Cancer Chicks and survivor of Hodgkins Lymphoma said: “There is no better brand positioning for Cancer Chicks.  Every woman I know who has been diagnosed with cancer has had their “FUCC It” moment that has inspired them to move beyond being a ‘woman with cancer’, to a woman who is proud to be who they are, cancer or not. We are so excited to see FUCC It out in market and can’t wait for the conversations to begin.”