Cancer does not consider age, background or circumstance. It can feel random, much like being tagged in a game.

The campaign used this idea to highlight the reality behind the statistics, making the scale of the issue more tangible and relatable.

At the same time, the project aimed to raise funds for Ljósið Cancer Rehabilitation Center, which supports hundreds of people each month but needed to expand its facilities to meet growing demand.

To raise awareness and funds for the rehabilitation center by making the impact of cancer feel immediate and personal.

The campaign also aimed to create a chain reaction of participation, encouraging people to “tag” others and keep the fundraising momentum going.

The campaign translated the concept of “tag” into a visual language rather than a literal action.

Using a simple red pen mark, a familiar gesture from childhood, we created a symbol that could land on anyone, anywhere. The mark appeared across people and situations, turning an abstract statistic into something immediate and personal.

This visual device reinforced the idea that cancer does not choose, it can affect anyone, much like being unexpectedly “tagged”, while allowing the message to remain simple, striking and easily recognisable across all executions.

The campaign engaged individuals, companies and organisations across the country, successfully raising funds and increasing awareness of the centre’s work.

I contributed to the ideation and development of the campaign, working closely with the Creative Director and wider team to shape the concept and visual direction.

I supported the art direction during production, collaborating with the team across visual elements and helping carry the idea through into a cohesive final result.