Notes of EnCOURAGEment | AstraZeneca
An unbranded campaign to deliver encouraging messages by lung cancer patients to others in active treatment.
Overview
The campaign encourages stage 3 non-small cell lung cancer patients and their caregivers to sign up for inspirational letters written by former patients who have been there too.
We leaned into animated social media graphics as we found that motion graphics, compared to static images, drove more engagement on social platforms.
Design process
Notes of EnCOURAGEment focuses on the human connection between patients / caregivers. So, the brand has a heartfelt and handmade feel. The creative assets use custom lettering, illustrations, and icons.
In my design process, I considered which words in a patient’s quote mattered most and how to visualize their story in a way that felt unique to them. “Don’t forget about the life you are living,” is a quote from former patient Steven. The artwork for this postcard is inspired by his story of canoeing with his dog to feel present and normal after diagnosis.
Results
Nearly 1,200 people have signed up for AstraZeneca’s Notes of EnCOURAGEment campaign in its first year. Feedback has been overwhelmingly positive; recipients especially appreciate that the notes are tailored to their specific diagnosis and stage of the treatment journey.
