Cancerfonden - dör för dig

Cancerfonden’s communication was trusted but often felt distant to younger audiences. The challenge was to make the message more relevant and emotionally accessible for Gen Z; a generation that values authenticity, speed and connection.
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The goal was to design a digital campaign experience that felt personal, shareable and engaging, while avoiding the tone of traditional charity communication.

Among Gen Z, the phrase “Jag dör för dig” (“I’d die for you”) is often used to express loyalty and affection. However, these expressions rarely translate into real actions in everyday life.
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This insight inspired the concept “Dör för dig”; a reminder to act on love now rather than later. Instead of focusing on fear or illness, the campaign reframed the conversation around time, relationships and shared experiences.
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The idea took shape as a digital life-promise: a simple experience where users could create and send a personal commitment to someone they care about; whether it’s a coffee, a concert or a road trip. The promise itself becomes the message: time together matters now, not only when life feels uncertain.

Research & insight: Surveys and interviews with Gen Z revealed that they disengage when experiences feel heavy, transactional or overly institutional.

‍Structure: Based on these insights, we designed a clear mobile-first flow:
‍Who → What → Personalise → Share, making it easy to create and send a promise in just a few steps.

‍Design: The visual direction focused on warmth, energy and accessibility. Color, contrast and typography were designed according to WCAG 2.2 principles to ensure readability and inclusivity.

‍Prototype & testing: Interactive prototypes were tested with the target group to refine tone, microcopy and the sharing flow across platforms such as SMS, Instagram, Snapchat and even physical delivery through PostNord.

The final solution was a light, mobile-first campaign experience where users could create a personalised life-promise in under a minute. By choosing an image, colour palette and message, each promise became a small but meaningful commitment to someone they care about.
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The experience focused on simplicity and immediacy, allowing users to share their promise instantly through channels such as SMS or social media.
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To support scalability and development handoff, the interface was built using reusable components and design variables in Figma.

The concept was activated by Cancerfonden at concerts, where the experience generated strong engagement from the target audience.
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The concept and its approach to reaching younger audiences gained industry attention and was featured in the Swedish publication Resumé.

This project showed how emotionally driven UX can create meaningful engagement when combined with clarity and accessibility.
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By focusing on small, simple interactions, the experience made it easier for users to express something personal while still supporting Cancerfonden’s broader awareness goal. It reinforced how thoughtful digital design can turn an abstract message into something people actively participate in.