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EveryBreath
Developed the social and campaign creative for EveryBreath’s South London Football Walk, a community fundraising event created in partnership with Bromley FC.
Across social media, outdoor advertising and event materials, I built a cohesive campaign designed to make lung cancer fundraising feel accessible, hopeful and community-led.
The campaign raised over £21,000 for lung cancer support.
Social Media Strategy
Campaign Design
Creative Direction
Print & Outdoor Design
for lung cancer support
£21k+
follower growth in 30 days
+31.4%
non-follower engagement increase
+68.6%
post views in the first 30 days
2.8K
The Challenge
Lung cancer communications need to convey serious health information without becoming clinical, frightening or emotionally overwhelming.
For the South London Football Walk, the challenge was to create a campaign that felt optimistic and accessible while remaining respectful to people directly affected by lung cancer.
The creative also needed to work consistently across social media, print, outdoor advertising, merchandise and event promotion.
Campaign Strategy
Accessibility over pressure
The walk was communicated as something people could participate in at their own pace, rather than an endurance challenge.
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Hope without trivialising the cause
The visual system used warm, encouraging language and movement-led imagery while maintaining sensitivity around lung cancer.
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Community over charity messaging
Football, local identity and shared participation became the emotional centre of the campaign.
Visual Direction
I developed a flexible visual system built around EveryBreath’s purple palette, energetic cyan accents, expressive typography and movement-focused imagery.
Handwritten messaging was used selectively to create warmth and humanity, while cleaner typography carried practical event information and healthcare messaging.
Campaign Rollout
The campaign extended beyond social media into physical touchpoints used before and during the event, including event T-shirts, flyers and outdoor advertising.
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Results
£21,000+ raised
through the wider campaign
During the campaign’s first 30 days, EveryBreath also recorded:
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+31.4% follower growth
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+68.6% non-follower engagement
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2.8K post views
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100+ profile visits
The campaign increased both audience growth and engagement beyond the charity’s existing follower base, helping the walk reach new local audiences while supporting fundraising activity.
The campaign demonstrated how sensitive healthcare communications can remain engaging, optimistic and visually distinctive without compromising empathy or clarity. By combining accessible messaging with a consistent multi-channel identity, the work supported a successful community event that raised more than £21,000 for lung cancer support.