Working with Breast Cancer
Dedicated platform where advanced breast cancer patients can share their realities in the workplace
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WorkingWithABC.com
Working with Breast Cancer
awareness campaign
June-Nov 2021
Experience design lead
Site development and build
Medical consultants
Project managers
Graphic designers
Design Director
Art Director
Creative Copywriter
Videographer
All around the world, there is a lack of understanding about what a diagnosis of advanced breast cancer (ABC) means to women today. And when it comes to work, most patients with Advanced Breast Cancer are not protected in the workplace and are often denied employment flexibility to accommodate their disease and its treatment.
To provide a dedicated platform where patients can share their realities in order to raise awareness of the real experiences people with Advanced Breast Cancer face related to work, including the challenges, the positives and ultimately drive change in legislation that protects their right to work.
Together we can really support patients with advanced breast cancer and help take steps to improve legislation. People with Advanced Breast Cancer (ABC) shared their issues and achievements in relation to work and we built a film and a wall of stories around this.
Our wall is an important part of 10 Actions for Change, the Alliance’s long term commitment to drive change in the care of people with Advanced Breast Cancer (ABC). 2021 focused on the impact of ABC on work. Whether work is an integral part of wellbeing or simply a way to earn money, people with ABC need more flexibility in the workplace.
Noise / Uncertainty / Patterns / Insights
Clarity / Focus
Research & Synthesis
Concept / Prototype
Design
Launch
Results/learning
Following for success of the 2019 and 2020 Breast Cancer awareness campaigns we were approached again by ABC Global Alliance to bring their new 2021 initiative to live
Kick-off with the client, medical partners and creative teams to align on the objectives for the awareness campaign, discuss the creative strategy and logistics, set delivery milestones and align on where input is required from ABC Global Alliance and WWC.
Build a platform that allows people to tell their stories and capture snippets of their workplaces and homes in countries all over the world with raw footage that individuals share with us, to give a real but impactful effect.
Which digital platform do you use?
Third-party or in-house for dev work?
What volume of story submissions could we relieve?
During covid how would video footage be captured?
How to define KPI and metrics for success?
Budget for distribution and social campaigns?
Could we involve voluntary support from across the network?
Frequency of maintenance to the wall?
When would we cut off story submissions?
“No one talk about working with ABC. I’ve never seen any websites and articles about this”
I would publish but not with my real name, for fear of losing my job.
I would not use my phone to recording such personal questions.
Worked with medical consultants briefed a document including 3 key questions to share alongside the call for stories.
Built a simple form site to collect stories in Webflow.
Requested stories from ABC Global Alliance members, WWC connections, and WPP connections.
Collated stories and use these to identify the theme and story-flow for the campaign
107 stories submitted - March 2022 update
Created naturalistic mood board to inform and inspire the film and the wall of stories with a look and feel to be as inviting as possible.
Drafted storyboard for the campaign video and wireframes for the Wall of Stories for review by ABC Global Alliance and WWC.
Create the final video with continued input and guidance from the client.
Creation of a virtual ‘wall of stories’ to provide a visual and immediately impactful overview of the message behind the campaign, ensure that nobody who submits footage feels like their voices are lost, and drive excitement around the video campaign
Centred around a grid of 30+ core stories
Feature campaign video
Mix of video and written stories with accompanying images
Allow additional stories to be submitted
Campaign to be launched at ABC6 conference
Develop 3 video clips and associated copy for social media
Film to be shared on ABC Global Alliance website and on social media
73.6% more monthly visitors to the ABC Global Alliance website
90% of submissted stories publised at launch with more coming in
Sign ups to the ABC commitment to be the change grow by 80% durning launch
Experience design lead
Site development and build
All around the world, there is a lack of understanding about what a diagnosis of advanced breast cancer (ABC) means to women today. And when it comes to work, most patients with Advanced Breast Cancer are not protected in the workplace and are often denied employment flexibility to accommodate their disease and its treatment.
To provide a dedicated platform where patients can share their realities in order to raise awareness of the real experiences people with Advanced Breast Cancer face related to work, including the challenges, the positives and ultimately drive change in legislation that protects their right to work.
Experience design lead
Site development and build
All around the world, there is a lack of understanding about what a diagnosis of advanced breast cancer (ABC) means to women today. And when it comes to work, most patients with Advanced Breast Cancer are not protected in the workplace and are often denied employment flexibility to accommodate their disease and its treatment.
To provide a dedicated platform where patients can share their realities in order to raise awareness of the real experiences people with Advanced Breast Cancer face related to work, including the challenges, the positives and ultimately drive change in legislation that protects their right to work.
