One team. One nation. One goal.

Cancer affects communities across Wales, but turning awareness into meaningful action requires more than simply asking people to support a cause. The challenge was to launch a campaign that could unite people behind Cancer Research Wales, harness the momentum of the New Year and make it easy for everyone to play their part by donating, fundraising or volunteering.

Our approach was to reframe the fight against cancer as a team effort. Drawing inspiration from the world of football, we created a new team that Wales could get behind – bringing together existing supporters while inviting a whole new generation of people to join.

The idea – introduce Cymru United. A new team with one shared goal: taking on cancer.

Introducing “Cymru United” – a formidable new team taking on cancer. The campaign’s playful concept is inspired by football media. A tongue-in-cheek take on the launch of the season, when a football club reveals a new kit and showcases their players. The result is a distinctive, culturally resonant activation that makes joining the fight feel exciting, accessible, and proudly Welsh.