This is Living with Cancer
The Ask: A cancer diagnosis is not the same thing it used to be. Cancer is still devastating and life-altering, but for many people, you get to live through it. Pfizer Oncology wanted to a program that gave a voice to the "new normal" of cancer.
The Solve: We created a campaign that followed 7 people living with cancer over the course of 4 months. We cast people through social media, advocacy groups and word of mouth. The full campaign consisted of a long-form documentary, 36 videos, 50+ print assets including print ads, banners, bus shelters, and posters. There was an also a full site to hold all the stories and a social campaign on Facebook and Instagram. The program launched with 4 TV spots and a billboard in Times Square, all focused around one goal: redefining life with cancer.