Don't Go Red

MHP Group

Our brief was to come up with a bold and creative idea for World

Bladder Cancer Awareness month in May. Don’t Go Red was a ground-breaking global campaign to raise awareness of bladder cancer by tackling taboos about the subject head-on. We linked people’s sense of embarrassment to the warning sign of blood in your urine and created a highly visual campaign, optimised for social and designed to transcend language barriers. By doing so, we nearly tripled the social reach of the World Bladder Cancer Patient Coalition’s annual campaign.