A myth draws its power from the shadows. But in the sun, its lies have nowhere to hide. In this campaign from TBWA\Coastal and client Campaigning for Cancer, some of Johannesburg's most persistent and dangerous cancer myths have been confronted in public, through the voice of Daily Sun.
Lauching in Johannesburg, 'Shine the Sun on Cancer Myths' brings Daily Sun back to print for the first time since its final edition on 20 December 2024, says the creative collective.
The campaign uses the tabloid's bold, provocative headline style with the aim to take on beliefs that have shaped how many South Africans understand cancer. These myths remain deeply entrenched, quietly shaping how people respond to symptoms and whether they seek help, adds the creative collective.
"Daily Sun headlines used to stop people mid-stride. We've borrowed that stopping power to expose myths that kill," says Craig Murie, Executive Creative Director at TBWA\Coastal. "These stories travel fast through communities, with devastating results. So, we're taking the message to the streets, the taxi ranks and the airwaves."
"We built the radio stories the same way the myths spread — familiar voices in ordinary settings," says Simphiwe Senyatsi, Senior Art Director at TBWA\Coastal. "One follows a Powerball winner who's too afraid to collect his prize because he believes cancer is a rich person's disease. Another tackles the myth about money in bras causing breast cancer. A third plays on how quickly stories move through community WhatsApp groups. Each one flips the rumour on its head and leads people back to the facts."
For Ekta Parsotam, senior strategist at TBWA\Coastal, the campaign's impact lies in saving lives. "There's so much that needs to be done to reach the actual person. This is one way of doing it: creating more opportunities for people to know more, understand more and be better positioned to act. We're targeting an area where real change is possible. That's why this campaign matters: it's about generating awareness where it can make a difference."
Reviving Daily Sun's print edition was intentional. The paper's headline style aims to be part of South Africa's urban memory: sharp, sensational and impossible to ignore. By reviving that voice, TBWA\Coastal and Campaigning for Cancer aim to replace misinformation with the truth, says the creative collective.
"The myths are wild and that's exactly why the Daily Sun style works so well here," says Murie. "Those old street-pole headlines were loud, unforgettable and part of the culture. The myths are just as outrageous, so the fit was natural. It felt essential to use that voice to bring this campaign to life."
Founded in 2008, Campaigning for Cancer is recognised as a pioneer in patient advocacy in South Africa. The organisation works with individuals to navigate the health system and assert their rights, while engaging with government, NGOs, healthcare providers, funders and civil society to drive systemic change, adds the creative collective.
The campaign is a collision of old-school street media and modern advocacy, aiming to root itself in the reality that misinformation spreads fastest in places where people have the least access to trusted health information. It aims to bring the fight against stigma out of clinics and policy rooms and into everyday spaces, where it can do the most good, concludes the creative collective.
For more information, visit www.tbwa.co.za. You can also follow TBWA on Facebook, LinkedIn, X, or on Instagram.
*Image courtesy of contributor