The stark directness of our headline is no accident. It's a deliberate choice. When the charity wanted to launch a national multimedia campaign to raise awareness of brain tumours, we created a strapline to be etched in the memory and prompt immediate action. Simple enough to be understood by multiple audiences and used across a variety of platforms, we complemented it with a graphic representing the brain and potential symptoms. The campaign advertising also featured a diverse range of people to reflect a tumour’s disregard for race, gender or age. Users were pointed to a dedicated landing page where they could use a symptom checker and find out more.