Cancer Research UK’s “1 in 2” campaign highlighted the stark reality that half of us will face cancer in our lifetimes, driving urgency around donations. Breaking from rigid brand guidelines, we created a new design system built on dual portrait circles — visually capturing the duality of the statistic by showing two faces, one statistically affected. Rolled out across OOH, DOOH, and social channels, the campaign cut through with bold clarity and delivered a powerful call to action that proved highly effective in boosting sign-ups.