‘Anything Goes’ Video Series
Creative Lead & Producer
Cancer Council NSW
2024
Goal & Audience
The goal of this series was to humanise Cancer Council NSW’s services and support by creating open, honest conversations around cancer. The target audience included people affected by cancer, supporters, and the general public. The insight driving the series was that vulnerability and humour can help break down stigma and make cancer conversations more approachable.
Concept.
I developed and produced the Anything Goes video series as a way to bring stories about cancer care into the everyday conversation. The creative concept focused on authenticity, featuring unscripted conversations and real people to make viewers feel seen and supported. The series aimed to challenge perceptions and spark meaningful engagement through relatability, while demonstrating the value of Cancer Council NSW’s 13 11 20 Cancer Information & Support line.
Execution.
The series was distributed through a state-wide campaign via BVOD, YouTube, Facebook, and Instagram, supported by blog features and internal communications. I managed the creative development, interview questions, and production process from concept to delivery, ensuring each episode maintained a consistent tone and visual identity. Short-form edits, GIFs, and carousels were produced for social to expand reach and engagement.
Impact
The Anything Goes series was rolled out as part of a state-wide brand campaign, and became the top-performing creative – driving a 318% jump in completed views in its first week and helping lift link clicks by 72%, triple the campaign benchmark. It became an evergreen asset for Cancer Council NSW, widely praised for its ability to make difficult topics accessible and human, while reinforcing Cancer Council NSW’s brand.