Women Join ‘The Best Worst Club’ in Intimate Film For Cancer Chicks

The General Store has partnered with Cancer Chicks, a charity supporting young women aged 18–35, to launch 'The Best Worst Club', a new brand platform built to connect young women living with cancer or severe chronic illness to the peer support they desperately need but too rarely find.

The campaign was developed in response to a critical challenge. While Australia sees more than 10,000 women under 35 diagnosed with cancer or chronic illness each year, many of these young women face not just treatment, but isolation.

Friends don’t know what to say, family says the wrong thing, and traditional support can feel awkward, generic or absent.

Built on the insight that the only people who truly know what to say are the ones who’ve been through it, the platform positions Cancer Chicks as the trusted community supporting every member to navigate their journey with confidence and hope.

At the heart of the platform is 'The Best Worst Club', an integrated campaign built around a simple, devastating truth.

Nobody wants to be eligible to join Cancer Chicks, but once they do, they discover it’s the best club they’ll ever hate to belong to.

Designed using tension and emotional contrast, the construct is a flexible way to educate audiences on everything they need to know, from peer support and community events to practical programs and advocacy.

Leading the campaign is a 60-second hero film directed by Jordan Watton from Scoundrel.

Shot with intimacy and rawness, the piece celebrates the warmth, camaraderie and resilience of Australia’s young women with cancer, introducing the club to the community, from the community.

Alongside the film is a new visual identity inspired by the idea of an exclusive club, reflecting how knowledge, care and support ripple from person to person throughout the community.

The General Store managing director Sophie Lander said, "When you're a young woman with cancer, most people simply don't know how to show up for you, so we built this campaign around the one insight that mattered most, that the only people who truly get it are the ones who have lived it, which is exactly what makes Cancer Chicks so powerful and exactly what we wanted the Best Worst Club to prove to every young woman who feels alone in this fight."

The General Store ECD Sharon Edmondston said, “We didn’t want to make another charity ad. We needed to tell the truth of this incredible support network of women. Cancer Chicks is a place where these women can say whatever they want, or nothing at all, and still feel like themselves.

"The Best Worst Club is aspirational, stylish and full of life, right up until the truth lands. That tension is what makes it impossible to ignore.”

Cancer Chicks founder and director Michele Molnar added, "This campaign has truly captured the essence of who we are, and our Cancer Chicks exactly as they are, raw, human, vulnerable, resilient and joyful, still living life despite everything they face, and in launching the 'Best Worst Club' with such honesty, love and respect, they've made our community feel truly seen, special and heard in a way we'll never take for granted."