World Cancer Research Fund want to support people living with cancer to enjoy food again. They are the only UK charity dedicated to funding life-changing research into understanding how diet, physical activity and body weight impact cancer prevention and survival of cancer.

As part of their support, they deliver FREE interactive Cook Through Cancer classes a FREE Cancer and Nutrition Helpline. These are both a great opportunity to learn from one another, build communities and seek safe, reliable and evidence-based advice.

WCRF wanted to amp-up the promotion of these life-changing tools and empower more people living with cancer to lead healthier, happier, cancer-free lives.

Our Approach

At Eggu, we still a thin line between the design methodology around digital learning and digital promotion. In both cases, the goal is always to create behaviour change through positive engagement.

With our team’s experience and background rooted in branding, graphic design and public relations, we often take a promotional slant on digital learning design, and an educational angle on marketing campaigns.

For this project, Eggu began by reviewing all existing WCRF marketing assets. This deep dive helped us understand how the organisation had previously approached audiences on social media, what had resonated, and where there was room to evolve.

With new branding in place, this was also an opportunity to really showcase the refreshed look of the organisation – immersing ourselves in the latest guidelines and working in close partnership with the WCRF branding team to refine concepts.

We needed to truly connect with the people we wanted to reach, understanding the impact of cancer treatment on appetite and enjoyment of food, the lack of knowledge on recommended nutritional advice and the potential for social isolation.

We knew this subject matter was serious. But we also believed in making it more accessible, hopeful and human.

To bring our vision to life, we focused on:

Wordplay exploration – to inject creativity and warmth into messaging
Vibrant imagery – to instantly grab attention and reflect positivity
Bold media – to inspire and capture excitement
Human-centred storytelling – to celebrate small wins and real moments

The outcome – A visual and video-driven campaign that feels personal, positive, and purposeful, reaching people when they need it most, and reminding them they’re not alone.

Eggu are now working on the sister campaign for the WCRF Helpline, which will take a more personal and supportive slant, with similarities in wordplay and bold graphics. Both campaigns will also be followed with custom designed impact reports for the WCRF team to share the outcomes and results of these powerful tools for people living with cancer.