Brand Tone

Empathetic & Compassionate, Supportive & Caring, Hopeful & Inspiring, Informative & Authoritative, Urgent & Action-Oriented, Community-Focused & Uniting

Brand Values

• •Support: Providing comprehensive support to patients and their families from diagnosis through treatment and beyond.
• •Awareness: Raising public consciousness about upper GI cancers and their impact.
• •Research: Funding and promoting world-class research into early detection, new treatments, and improved patient care.
• •Hope: Instilling hope in those affected by these challenging diseases.
• •Community: Fostering a passionate community united by experience and determination to drive change.
• •Advocacy: Championing the needs of patients and influencing policy.
• •ICARE (as stated by the foundation): Innovation, Compassion, Accountability, Respect, and Energy.

Best Practices

• •Patient-First Language: Always center the experiences and needs of patients and their families. Use empathetic and understanding language, acknowledging their challenges while offering hope and tangible support.
• •Balance Urgency with Hope: While it's crucial to convey the seriousness of upper GI cancers and the urgent need for action, always pair this with messages of hope, progress in research, and the availability of support. Avoid overly clinical or despairing language.
• •Community and Unity Focus: Emphasize collective action. Use inclusive language ("we," "us," "together") to foster a sense of community among supporters, patients, researchers, and staff. Highlight how every contribution matters.
• •Clarity and Accessibility: Ensure all communications, especially those explaining medical information or support services, are clear, concise, and easy to understand for a general audience. Avoid jargon where possible or explain it simply.
• •Consistent Visuals and Messaging: Reinforce the brand values and tone through consistent visual elements (like the color purple for awareness) and recurring key messages across all platforms – from the website and social media to fundraising materials and official reports. Incorporate the "ICARE" values (Innovation, Compassion, Accountability, Respect, Energy) implicitly or explicitly in communications.

Social Perception

Pancare Foundation is generally perceived as a vital and trusted organization making a significant difference in the fight against upper GI cancers in Australia. It is seen as a crucial source of support and information for patients and families who often feel overwhelmed and underserviced due to the aggressive nature and lower profile of these cancers. The foundation's commitment to research offers hope for future breakthroughs and improved survival rates. Their community events and awareness campaigns are viewed positively, helping to bring "forgotten cancers" into the spotlight. Collaborations with corporations, other charities, and research institutions enhance their credibility and reach. There's a strong sense of gratitude from those who have received support, highlighting the tangible impact of Pancare's services like the PanSupport helpline and financial assistance.

Copy Examples

• •Headline: Facing Upper GI Cancer? You're Not Alone. Our PanSupport team is here with free, specialist care. Body: A diagnosis can be overwhelming. Let our dedicated nurses and support staff guide you with compassion and expert advice. Call us today. Pancare. Hope. Support. Research.
• •Headline: Every Minute Counts. Every Dollar Makes a Difference. Help Us Change the Story for Upper GI Cancers. Body: Survival rates for pancreatic and upper GI cancers are devastatingly low. Your gift today fuels urgent research and provides vital care for families in need. Donate to Pancare and give hope.
• •Headline: Their Courage. Our Commitment. Your Support. Unite for Hope this [Month]. Body: Join [Name of Ambassador/Patient] and thousands of others walking to raise awareness and funds for Australians battling upper GI cancers. Every step we take together brings us closer to a cure. Register for Pancare's Unite for Hope.
• •Headline: Understanding Your Diagnosis: Clear Information for Difficult Times. Body: Pancare Foundation provides trusted resources on pancreatic, liver, stomach, biliary, and oesophageal cancers. From treatment options to managing wellbeing, we’re here to help you and your loved ones navigate this journey. Explore our PanSupport hub.
• •Headline: The Power of Research. The Promise of Tomorrow. Invest in a Future Free from Upper GI Cancers. Body: Pancare funds leading Australian researchers dedicated to early detection and innovative treatments. With your support, we can accelerate breakthroughs and save lives. Learn about our research impact.