Client/Company
In partnership with
Live URL
Project type
Working with Breast Cancer
awareness campaign
Project date
June-Nov 2021
My role
Experience design lead
Site development and build
Collaboration with:
Medical consultants
Project managers
Graphic designers
Design Director
Art Director
Creative Copywriter
Videographer
Challenge
All around the world, there is a lack of understanding about what a diagnosis of advanced breast cancer (ABC) means to women today. And when it comes to work, most patients with Advanced Breast Cancer are not protected in the workplace and are often denied employment flexibility to accommodate their disease and its treatment.
Solution
To provide a dedicated platform where patients can share their realities in order to raise awareness of the real experiences people with Advanced Breast Cancer face related to work, including the challenges, the positives and ultimately drive change in legislation that protects their right to work.
My process
Uncertainty to impact
Noise / Uncertainty / Patterns / Insights
Clarity / Focus
Research & Synthesis
Concept / Prototype
Design
Launch
Results/learning
Back to the start:
How the project come to be...
Following for success of the 2019 and 2020 Breast Cancer awareness campaigns we were approached again by ABC Global Alliance to bring their new 2021 initiative to live
Back to the start:
How the project come to be...
Following for success of the 2019 and 2020 Breast Cancer awareness campaigns we were approached again by ABC Global Alliance to bring their new 2021 initiative to live
Back to the start:
How the project come to be...
Following for success of the 2019 and 2020 Breast Cancer awareness campaigns we were approached again by ABC Global Alliance to bring their new 2021 initiative to live
Phase 1:
The Call for Stories
Worked with medical consultants briefed a document including 3 key questions to share alongside the call for stories.
Built a simple form site to collect stories in Webflow.
Requested stories from ABC Global Alliance members, WWC connections, and WPP connections.
Phase 1:
The Call for Stories
Worked with medical consultants briefed a document including 3 key questions to share alongside the call for stories.
Built a simple form site to collect stories in Webflow.
Requested stories from ABC Global Alliance members, WWC connections, and WPP connections.
Prioritise stories:
Feature a diverse range of stories
Worked with creative and medical writers to feature a diverse range of stories from across the world. Those who were open to being filmed were selected and prepared for a personal one-one one-hour Zoom recording.
Phase 3:
Wall of stories
Creation of a virtual ‘wall of stories’ to provide a visual and immediately impactful overview of the message behind the campaign, ensure that nobody who submits footage feels like their voices are lost, and drive excitement around the video campaign
Centred around a grid of 30+ core stories
Feature campaign video
Mix of video and written stories with accompanying images
Allow additional stories to be submitted
Visual UI design layout:
Ideation to full fidelity
Phase 4:
Campaign launch
Campaign to be launched at ABC6 conference
Develop 3 video clips and associated copy for social media
Film to be shared on ABC Global Alliance website and on social media
Impact:
Results
73.6% more monthly visitors to the ABC Global Alliance website
90% of submissted stories publised at launch with more coming in
Sign ups to the ABC commitment to be the change grow by 80% durning launch
Thank you for your time, appreciated
Looking forward to working with you
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