Strategy | Branding | Digital | Communications

Raising awareness for a private cancer care provider

Challenge 

GenesisCare has helped thousands of patients at different stages of their cancer journey: from diagnostics through to treatment. However, awareness of their brand and capabilities is still low. Cancer treatment is something that no one wants to think about, but 50% of us will get cancer in our lifetime. Making patients and their loved ones aware of their options for treatment is vitally important.

Approach

Every cancer story matters and we wanted to share some of those patient stories through authentic and relateable communication. We focussed on the key strengths of choosing GenesisCare through the lens of patient experience, to build personal and emotive connections with viewers of the campaign. The idea was to establish “CancerCare” as a copy device that could be tailored to land key benefits.

The campaign’s graphic treatment uses circles and a colour palette inspired by the GenesisCare brand identity, to drive recognition and brand association. This is paired with a natural photography style that is uplifting and positive, which included real patients that have benefited from treatment with GenesisCare.

Results

The campaign has been activated across digital and out of home touchpoints and already driven an increase in enquiries.