For KAÇUV – The Hope Foundation for Children with Cancer, we created an awareness campaign launched during International Childhood Cancer Week (February 15).
The concept draws on the emotional and linguistic contrast between the Turkish words “#iyiki” (I’m glad) and “#keşke” (I wish) — turning them into a simple yet powerful message of gratitude and hope.
The creative strategy highlighted what has been achieved through “#iyiki” while reminding the audience of what still needs to be done with “#keşke.”
Minimal yet evocative visuals transformed this message into a strong call for awareness across public spaces and outdoor media.
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