Cancerfonden - dör för dig

Cancerfonden’s communication was trusted but felt distant to younger people. The challenge was to make the brand relevant and emotionally accessible to Gen Z — a group that values authenticity, speed and connection. Our goal was to design a campaign experience that felt personal, shareable and genuinely meaningful — not like traditional charity communication.

Saying “Jag dör för dig” (“I’d die for you”) has become a common way for Gen Z to express love and loyalty. Yet, it’s often only when life feels at risk — for instance, after a cancer diagnosis — that we realise how vital our relationships really are. From that insight came the concept “Dör för dig” — a reminder to act on love now, not later. A chance to give your time to someone you love through a shared promise made in the present, for the future.

The campaign took shape as a digital life-promise — a simple way to create and send a personal commitment to someone you care about. A coffee. A concert. A road trip. What matters is not the size of the promise, but that it happens — here and now, for the people you’d die for.

Research & insight: Quick survey and interviews revealed that Gen Z disengage when experiences feel heavy or transactional.

‍Structure: We built a clear, mobile-first flow — Who → What → Personalise → Share.

‍Design: Visual direction focused on warmth, energy and accessibility. WCAG 2.2 principles guided all color and contrast decisions.

‍Prototype & testing: Conducted user tests with the target group to refine tone, microcopy and sharing flow (SMS, Instagram, Snapchat, and even physical letter via PostNord).

A light and emotional campaign site where users can, in under a minute, create a personalised life-promise with image, color palette and text — and share it instantly. No donation wall — just connection, presence and emotion.The Figma file included reusable components, variables and documentation for smooth handoff to developers.

The final concept was used by Cancerfonden during a few conserts and created great engagement from the target group. It was also noticed by and featured in Resumé.

“Dör för dig” showed how emotionally driven UX can create real impact when combined with accessibility and clarity. Designing for empathy — through small, actionable interactions — can bridge the gap between generations and transform awareness into engagement.