The prospect of “profiling” rogue cells lead us to ILLUMINATIONS that offer a USUAL SUSPECTS-inspired set of visual metaphors.
We created cancer-agnostic ILLUMINATIONS for both clinician and patient audiences, carefully crafting the scripts to serve each audience while allowing us to repurpose much of the animation in an effort to contain costs.
At the same time, we really wanted to specifically address the underserved cholangiocarcinoma patients. So we added a CCA-specific message to the end of the clinician piece and created a third ILLUMINATION targeted to CCA patients.
We also translated the patient version into five languages representing regions where CCA is more prevalent.
The ILLUMINATIONS have been incredibly well received—by the Foundation, its sponsors and, most importantly, by the target audiences.
As part of the overall initiative, we worked with CCF’s web development team, providing copy and site design for a Mutations Matter campaign site where the ILLUMINATIONS reside.
To drive traffic to the site, we are working with the Foundation on an ongoing email campaign targeting physicians and patients. We are also working with CCF on a Google Ads (formerly AdWords) campaign.
Finally, we helped the Foundation secure permission from another client, Stand Up To Cancer (SU2C), to use all of the ILLUMINATIONS we created for SU2C’s Clinical Trials website on the CCF site as well. This helps to expand SU2C’s messaging reach, while adding to the content offerings on CCF’s site, creating a win-win for both organizations.