Breast Cancer UK (BCUK) is a charity that aims to reduce cases of preventable breast cancer through awareness and change based on sound scientific research.

BCUK operates in a very busy marketplace, and while their mission is very different to other non-profit organizations it was struggling to cut through, with a weak brand and poor messaging.

Working with a brand writer Think! came up with the concept of using the CAN of cancer, as the basis of a bold, positive and trustworthy brand. Launched in 2024 it has already helped raise the profile of the charity.