The Light of Life Foundation is a charity dedicated to educating the public about thyroid cancer. The objective of the campaign was to draw to the attention of young men the fact that thyroid cancer is the fastest growing cancer among their demographic. Research showed that many young men did not know what thyroid cancer was, let alone take its dangers seriously. The visual needed to communicate how something as small as a lump in your throat can in fact be very deadly. The copy reinforced the visual with current statistics about thyroid cancer mortality rates.
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