The symptoms of bladder cancer are confusing, often being mistaken for a UTI or kidney infection. I saw this confusion as a chance to start a conversation.

Presenting the Unsure Icon. The first campaign icon designed to confuse. I worked closely with internationally awarded illustrator Noma Bar, the icon was teased across social channels ahead of Bladder Cancer Awareness Month, asking people what they saw and gathering many varied responses. We then revealed the icon’s purpose and directed people to the WBCPC website to learn more.

Illustrator: Noma Barr