A 6-part video series that highlights the importance of biomarker testing after a lung cancer diagnosis.
Getting Out of the Rough is a 6-part series hosted by PGA champion, Jason Day. The campaign brings a personal approach to biomarker testing information through Jason’s story as a caregiver to his mother who was diagnosed with stage IV non-small cell lung cancer.
In each episode, Jason interviews an influencer from the fields of medicine or entertainment about their experience caring for a loved one with lung cancer. Celebrity guests include Julie Bowen, Anthony Anderson, and Bellamy Young.
We designed a visually immersive site to host the campaign episodes and supplemental resources for navigating a lung cancer diagnosis. I contributed to the desktop visual design and was responsible for adapting the design to mobile. Moreover, I created interactive prototypes. We used these to pitch designs to our client and communicate the interactive needs to the development team.
Throughout the campaign, I was the go-to designer for integrated marketing materials. We covered a wide range of multimedia platforms to deliver our message. These included animated/static display ads, organic/paid social graphics, Spotify ads, and a two-page advertorial featured in PGA Magazine for which I was the sole designer.
The goal of the campaign was to increase awareness of biomarker testing among lung cancer patients, caregivers, and healthcare providers. Launching in April 2022, the campaign was met with major success: 82 million social media impressions, 301,000+ website visits, and a 337% increase in monthly medical oncology patient visits.
Ragan’s PR Daily Awards, Influencer Campaign Finalist
PM360 Trailblazer Awards, Unbranded Campaign Gold Winner
PRovoke Media North American SABRE Awards, Pharmaceutical: Rx Finalist
