World Cancer Day 2019-2021 Brand and Campaign


  • Motherbird
  • Union for International Cancer Control (UICC)


On the 4th of February each year, World Cancer Day unites everyone, everywhere under one voice to face one of our greatest challenges in history; cancer.

Using modest resources, Motherbird worked with the Union for International Cancer Control to create a reinvigorated brand and 3-year campaign to raise awareness, improve education and catalyse personal, collective and government action across the world. A powerful reminder that we all have a role to play in reducing the global impact of cancer.

The brief: Create a global movement in the fight against cancer.

Key Features


With an audience spanning a diversity of cultures, languages, values and beliefs we built a brand that inspires and empowers. This was delivered through an extensive suite of brand assets to be used by organisations and individuals all around the globe.

To reach this global audience we needed every possible individual to feel a sense of empowerment and ownership. Crafted around the call-to-action ‘I am and I will’ and the ethos that individuals, together can create change, the campaign embodies the power of action. Whoever you are, wherever you are, your actions – big and small – make lasting, positive change.


World Cancer Day is reimagining a world where millions of preventable cancer deaths are saved and access to life-saving cancer treatment and care is equal for all – no matter who you are or where you live. The campaign has seen landmarks lit up across the globe, hundreds of activities and events take place around the world, gathering communities, organisations and individuals in schools, businesses, hospitals, marketplaces, parks, community halls, places of worship, in the streets and online – all rally to reduce the global impact of cancer.


A project that has touched us all, the Motherbird team is honored and humbled to work on and be entrusted with a project of such global importance. Collaborating as respected creative experts with many of the world’s most influential health organisations, professionals and advocates has allowed us to showcase the value of design and design thinking on a global stage. We are extremely proud of the impact the project has had in advocating for cancer and highlighting the value of design on health advocacy and awareness. Post COVID, giving a voice back to other global issues will become increasingly important.


Our most significant design challenge was reaching our global audience. In a world where brands are traditionally governed by strict rules the World Cancer Day brand is designed with adaptability above all. A brand that through its simplicity and flexibility was crafted to minimise any cultural, language or technological barriers in engagement and participation. Whether you’re a global health organisation or a health professional running a small clinic in a low-income country the brand is designed so that everyone, everywhere can unite under one voice. A brand not to be precious about but to be proud of.


With an extensive suite of applications ranging from digital and social assets to toolkits, reports and posters all designed, adapted and translated (60+ languages) to reach all corners of the globe. The campaign has seen incredible growth year on year, in 2020 this resulted in:

• 85 landmarks illuminated in 52 cities
• 997 activities in 113 countries
• 14,926 press articles in 150 countries
• 721,149 social media mentions
• 65 governments engaged
• 500,900 unique website visitors
• 50,000+ video views and over 1,000 hours view time
• 127,281 materials downloaded

Read all features / benefits

Youtube / Vimeo

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