Fight Cancer is a charity that empowers people to raise funds for cancer research and help turn it into a non-life-threatening disease. The objective was to create a single-page print ad to show the target audience how easy it is to raise funds instead of passively making donations.

When it comes to preventing cancer, people often think of adopting a healthy lifestyle. They certainly wouldn’t think of pie – let alone a pie made from butter and rum, two ingredients that are more likely to cause cancer than cure it. We played with this notion by creating an unhealthy recipe that claims it could be the cure. It isn’t until the last paragraph that the true message is revealed: Everything, from selling pies to line dancing to… well, fill in your own blank, really, can raise the money that is needed to fund a breakthrough in cancer research.