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AMERICAN CANCER SOCIETY

ADVERTISING CAMPAIGN 

Insight: The focus group responded best to the concept of providing “control” for patients as the ultimate benefit of Palliative Care.

Task: Develop a print ad and banner ad to attract the attention of policy makers and urge them to support a bill that would provide more funding.

Solution: To the patients receiving Palliative Care, their lives look more like what they used to before cancer. By adding an ascender to the letterform “c,” you transform “cancer” to “dancer.” This simple change acts just as Palliative Care would: it shifts the focus from cancer care to patient care.