Child Cancer Foundation gets a new logo!

Child Cancer Foundation patron Lady June Blundell cuts the logo cake with a little help from Lexi Primrose, Lexi’s mother Nicky and her brother Dylan.

Earlier this year 3 year old Lexi Primrose (now 4yrs) danced around in her lounge, admiring her reflection on a blank TV screen while music blared in the background. Her delightful act was captured on film and played on national television in April 2005 during the Child Cancer Foundation’s annual Appeal week.

Lexi’s dance captured the essence of childhood joy in a way that a well-thought out advertising script never could have. After an intense battle with a cancerous tumour that took up most of her little chest, a horrific year of sadness for her parents and loved ones, and a lot of pain for one so young, Lexi’s dance is akin to a miracle. Her passion helped the Child Cancer Foundation to put their finger on the core shift that has occurred in childhood cancer treatment over the last 30 years, from a time when only 30% of children survived cancer to the present day where more than 70% survive.

In recognition of this encouraging trend a new logo has been conceived. An evolution of past logos, the new logo continues to express love and support between families, the Foundation and the health professionals who treat children, and has had new life and more importantly new colour breathed into its palette. As with Lexi’s campaign, the new logo was designed pro bono by supportive advertising agency DDB NZ Ltd, to whom the Foundation is very grateful.