The document discusses redefining the value proposition and rebranding of the Oncology Children's Foundation. It describes conducting research including stakeholder interviews to define the organization's purpose and resulting in a new name, "The Kids' Cancer Project", which better communicates its mission. As a result of the rebranding, the organization has strengthened its donor base while remaining focused on its mission, and secured a significant corporate donation that more than paid for the rebranding costs.

1. Defining the value proposition and rebranding.
The problem keeping the Marketing Director awake at night: The Core solution:
No one knows what we stand for and why it’s important. With over 10,000 charities in Australia, all worthy of
support, the challenge for the Oncology Children’s
Foundation was how to evolve from a relatively
Re-brand and launch unknown charity to one with a compelling
proposition and mass appeal.
With a brief to ‘Think Big’, we commenced our
rigorous ‘4sight’ research process of stakeholder
interviews including the founder, CEO, doctors,
researchers and fundraising staff. This enabled us
to define the ‘fight’ for the brand and as a result –
‘The Kids’ Cancer Project’ was born.
The new name we created better communicates
the purpose of the charity and captures their
energy to find the cure for childhood cancer.
Digital and social media Brand film Now armed with a compelling new brand that
permeates every level of their organisation, The
Kids’ Cancer Project is strengthening its donor
base while remaining firmly focused on its mission.
The results:
The charity secured a significant corporate donation
soon after the re-launch, more than paying for the
brand investment they made. It has also greatly
reduced consumer confusion and improved
conversion when appealing for donations.
Duncan Wakes-Miller | duncan@coresydney.com.au | T: 02 9211 6373 | M: 0425 209 489 | coresydney.com.au