Cure Brain Cancer Foundation

Leading with a personal story

Cure Brain Cancer Foundation (CBCF) is Australia’s largest dedicated funder of brain cancer research. To make some noise around its annual fundraising event, Walk4BrainCancer, CBCF decided to lead with a personal account for its nonprofit press release.

Instead of talking about its mission in the abstract, which as humans we find notoriously difficult to empathise with, we are introduced to Doron, a music industry professional who had his world upended by a sudden cancer diagnosis. Through his lens, we the readers are able to get a glimpse of the people behind the headlines; we want to help.

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