Meet Trekstock 2.0

Life in your 20s and 30s is usually a time for exploration. Young people are developing careers, building relationships and friendships, seeing the world, having fun. For most people in this age group, cancer is the last thing on their minds. But early onset cancer rates are rising – with more people being diagnosed with cancer before they turn 50 than ever before.

It's time cancer had a rebrand

But cancer is still seen by many as a disease that only affects older people. We are the only charity that supports those living life alongside cancer in their 20s or 30s, and we believe it’s time cancer had a rebrand. Because while early onset cancer is still relatively rare, 38 people* in the UK from this age bracket are diagnosed every day. People who are just starting to figure life out find themselves served the curveball of cancer and life flips on its axis. People like Jak. Af. Zaynab.

People like Cengizhan:

“I was diagnosed with Hodgkin’s Lymphoma, a blood cancer, when I was 24. Whilst my cancer diagnosis and treatment caused the side effects and reactions well known to many, cancer also made me face unique conundrums that I hadn't planned for. Sexuality, life philosophy, mental health and relationships, for example, were personal avenues that warranted redefining. I've come to understand that sickness remains on the societal sidelines. Only when you get sick, do you begin to understand why charity and donations are needed.”

Cengizhan, along with the other 14,000 people diagnosed with cancer in their 20s or 30s every year, don’t ‘look’ like cancer patients. They’re too young, too vibrant, too vital. But they are living life alongside cancer every single day. And it’s crucial they’re both seen and heard.

An extra 28 young people diagnosed every week

We joined forces with ODA Branding Agency to change the face of cancer. The number of young people diagnosed with cancer is rising exponentially. In the last ten years, statistics show an extra 28 young people a week are diagnosed and amidst the strain on UK healthcare, this age group’s lack of specialised support is pronounced. We are the only charity that delivers tailored practical, social and emotional support to this group.

"Over the last 10 years, Trekstock has made significant strides in supporting young people navigating life with cancer. However, we recognised the need to expand our reach and relevance to address the gap in healthcare and support services for people in their 20s and 30s from diagnosis, treatment and beyond. Through close collaboration with our team and members of our community, ODA's deep understanding of our target audience and their needs made our collaboration feel effortless. We're so excited about this rebrand, as it reflects our continued commitment to our community." Sophie Epstone, Founder and CEO

A New Cancer Care Paradigm

The pandemic catalysed a major reappraisal of the charity sector. Many organisations have had to question the relevance and effectiveness of their services. On top of this, the strain on UK healthcare is growing and cancer services continue to be overstretched. The urgency of this situation means that reliance on charities such as Trekstock for practical and emotional support is only set to grow.  

At the heart of our new approach is the affirmation that navigating a cancer diagnosis in your 20s and 30s is a life of parallels. In an era that should be filled with exploration of early adulthood and personal milestones, a cancer diagnosis can be particularly devastating. The challenge was to create a simple and confident brand that challenged the status quo of cancer care charities and established them as an authority in the space without alienating anyone within our target demographic.  

Life alongside cancer

The affirmation encapsulated in the strapline ‘life alongside cancer’ is the core of the brand idea. Because for young people diagnosed with cancer they are not just a patient, they are a person. They are people: runners, writers, students, doctors, truth-seekers, parents, caregivers and so much more.  

ODA's creative solution to demonstrate this was to make an iconic look from the two parallel lines. One represents life, the other cancer, to draw attention to this group’s problems, whether it’s grappling with dating, careers, or young families alongside cancer.er, Trekstock aims to meet their needs.

You can't be what you can't see

For Cengizhan, being part of a community like Trekstock, which accurately reflected his experience of cancer, was crucial. Seeing yourself reflected in the Trekstock brand, rather than encountering older people in other literature aimed at cancer patients, leads to a reduction of isolation. Cengizhan explains: 

“Having cancer can be isolating and reaching out or stepping into a community can be an nerve-wracking process. Finding the appropriate words to say, concerns about validity or having the 'right' outlook - can create a bit of insecurity.

“But people need people. Attending meet-ups, going on trips and having one-on-one conversations twisted the bulb until light began to flicker. Isolation, like cancer, breeds languishment but occupying spaces and conversations jolted revelation. The paranoia, the humour, the grief – it was all there. In moments where feelings weren't entirely mirrored by others, nods of community members - now whom I consider friends – validated my experience. The singularity and obscurity of experiences were understandable, for we have all dealt with our own.  

Reach and resonate

Our bold new identity will ensure we can reach and resonate with more young people, like Cengizhan, facing life after a cancer diagnosis, providing the vital support they need and deserve and marking the significant difference Trekstock makes.

“Given the evolving landscape in the cancer space and Trekstock’s 15th anniversary, this feels like the right time to refresh our brand in collaboration with our community. By doing so, we can ensure that Trekstock remains a relevant and leading voice for individuals in their 20s and 30s living with cancer, whom we are dedicated to supporting.” Rachel Roxburgh, Chair of Board of Trustees

‍

Thank you so much to the incredible team at ODA Branding for making our ideas a reality and the amazing team at &above for bringing it to life with our fantastic new website.

“We set out to challenge the status quo on what cancer support looked like. We created a brand that anyone would enjoy wearing on a T-shirt, not just because it was for a great cause, but because it looked cool too. The old cancer-care narrative is marked with stigma and pessimism, but we identified an opportunity, and a real need from the people we spoke to, to put some focus back on life and living well.” ODA

‍