It is difficult to recruit volunteers these years. This is also noticeable at the Danish Cancer Society where the number of volunteer fundraisers has decreased in recent years. Therefore, their internal marketing team decided it was time to try something new in their efforts to recruit fundraisers.

The campaign should emphasize how important the work that the volunteers do is, while also have a completely new visual style.

The fundraisers were to be turned into superheroes.

Best creative brief ever!