Client: National Breast Cancer Foundation
Art Direction: Lee Jackson
Copywriting: Brendan Shanahan
Identified by its iconic pink ribbon, The National Breast Cancer Foundation (NBCF) is one of Australia’s best-known NGOs. The organisation’s digital presence, however, did not do the brand justice. Burdened by confusing navigation and an excess of information, the website badly needed updating. For the new NBCF site, Caballeros offered a departure from the expected: although still a portal for news and information on research and fundraising, the site was branded with the look and feel of a lifestyle magazine. This warm and inviting approach was especially fitting given that many women have found in NBCF a social networking outlet revolving around fundraising and a chance to share their own experiences of breast cancer.