Brand Tone

Hopeful & Inspiring, Compassionate & Empathetic, Urgent & Action-Oriented, Community-Focused & Grateful, Authentic & Relatable

Brand Values

• •Dedication to Research
• •Impact & Making a Difference
• •Collaboration
• •Awareness & Advocacy
• •Transparency & Efficiency

Best Practices

• •Lead with Empathy and Hope: Always frame communication with an understanding of the emotional impact of brain cancer, while consistently reinforcing the hopeful message that research can bring change. This reflects Carrie Bickmore's initial motivation.
• •Maintain Authenticity: Share real stories (with permission) and ensure that Carrie Bickmore's genuine voice and personal connection to the cause continue to resonate through the brand's messaging.
• •Emphasize Community and Collective Impact: Regularly acknowledge and celebrate the contributions of supporters, partners, and researchers. Use inclusive language ("we," "together," "our community") to foster a sense of belonging and shared purpose.
• •Be Clear and Urgent in Calls to Action: While hopeful, don't shy away from the stark realities of brain cancer statistics that necessitate urgent action. Make it easy for people to understand how they can help (buy a beanie, donate, share).
• •Show, Don't Just Tell, the Impact: Regularly share updates on how the funds are being used, progress from The Brain Cancer Centre, and milestones achieved. This builds trust and demonstrates the tangible results of supporter generosity.

Social Perception

Highly Positive & Respected, Trusted, Symbol of Hope, Community-Driven

Copy Examples

• •Headline: More Than a Beanie. It's Hope. Body: Every stitch fights for a future free from brain cancer. 100% of proceeds from your beanie purchase go directly to vital research. Join us. Wear your support. Fund the fight. #CB4BC
• •Headline: Brain Cancer Doesn't Wait. Neither Can We. Body: Every 5 hours, an Australian is diagnosed with brain cancer. Survival rates haven't changed in 30 years. Your donation today fuels the research that can change this. Give now. Give hope.
• •Headline: Together, We Are the Cure. Body: Inspired by a love that endures, driven by a community that cares. Carrie's Beanies 4 Brain Cancer is more than a foundation; it's a movement. See how your support is powering The Brain Cancer Centre and making a real difference.
• •Social Media Post (with image of diverse people wearing beanies): Text: Look at this incredible community! ❤️ Every beanie bought, every story shared, every dollar donated brings us closer to a world without brain cancer. Thank you for wearing your heart on your head and standing with us. Share your #CB4BC selfie and tell us why you support the fight!
• •Headline for a partnership announcement: Text: United for a Cure: [Partner Company] Joins Carrie's Beanies 4 Brain Cancer. Body: We're thrilled to welcome [Partner Company] to the CB4BC family! Together, we're amplifying our efforts to fund groundbreaking research and bring hope to thousands. Because collaboration is key to conquering brain cancer.