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Lung cancer kills more North Americans than any other type of cancer, yet it's one of the hardest types of cancer to raise money for. Many potential donors are put off by the misconception that lung cancer only affects smokers – and since smoking is known to be a high-risk activity, public sympathy for those diagnosed with lung cancer tends to be low.

Uniting Against Lung Cancer is a nonprofit foundation that formed in 2001 as Joan's Legacy, in honour of 47 year-old New Yorker Joan Scarangello McNeive, who never smoked, but died after a valiant battle with lung cancer. Her family and friends rallied and established the foundation to fund research and raise awareness about the disease; over the years it has attracted partnerships with other family foundations, and now Uniting Against Lung Cancer serves as a connector for groups across the United States who are raising awareness and funds. To date, the foundation and its partners have awarded over $6 million in direct research grants in 20 different states.

We worked with Uniting's staff and board to develop and implement a transition strategy for their online presence, as they re-branded from Joan's Legacy to Uniting Against Lung Cancer. The new website better reflects the scope and reach of the foundation's work, and showcases their mission, partners, and events in a design that evokes a deep breath of fresh air on a sunny day.

1. 

   The home page conveys the foundation's commitment to finding a cure through lung cancer research.

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   Charts and graphs support the case for increased lung cancer research funding.

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   The foundation has funded innovative research in 22 U.S. states.