Cancer Chicks, a charity organisation, has unveiled a new brand platform and campaign, 'FUCC It', designed to support young women living with cancer.

The campaign was developed in collaboration with Initiative IMPACT and MBCS, with the tagline 'FUCC It'. It's intended to inspire young women not to let cancer or severe chronic and terminal illness define their lives.

The campaign includes a 30-second hero video featuring Cancer Chick brand ambassadors Sharni, Rhiannon and Carlin, all of whom have a cancer diagnosis. The videos centre around the women experiencing a FUCC It moment and decide to escape the confines of their homes, hospitals and cancer treatment and live life as they want to.

The campaign will be promoted across multiple channels including Screens, Radio, OOH, Social, Print, and will be supported by influencers, brand ambassadors and PR.

General Manager MBCS, Marshall Campbell, said, "There is something liberating in saying “F*&% It, I’m doing it anyway” and that became the basis of CC’s new brand platform, which encourages young women to ‘Be Who You Are, Cancer or Not’."

Head of Initiative Impact, Danielle Galipienzo, added, "We invited over 100 media partners to share the Cancer Chicks story, including personal anecdotes from Cancer Chicks members and asking for their media support in bringing this campaign and the essence of FUCC It to life."

The campaign, which launches on April 24 and runs for six weeks, is the brainchild of Rikki Stern, a survivor of Hodgkins Lymphoma and co-founder of Cancer Chicks. Stern's mission is to support, empower and enhance the lives of all young women affected by cancer and severe chronic and terminal illness.

"There is no better brand positioning for Cancer Chicks. Every woman I know who has been diagnosed with cancer has had their “FUCC It” moment that has inspired them to move beyond being a “woman with cancer”, to a woman who is proud to be who they are, cancer or not," Stern said.

Cancer Chicks provides access to community networks, peer support programs, practical guidance, respite retreats, community events and advocacy outreach.