MAKE BLOOD CANCER VISIBLE
Title | MAKE BLOOD CANCER VISIBLE |
Brand | JANSSEN |
Product/Service | BLOOD CANCER AWARENESS |
Category |
D03. Special Build |
Entrant
|
JANSSEN High Wycombe, UNITED KINGDOM
|
Idea Creation
|
PUBLICIS LIFEBRANDS London, UNITED KINGDOM
|
Idea Creation 2
|
PAUL COCKSEDGE STUDIO London, UNITED KINGDOM
|
Production
|
PAUL COCKSEDGE STUDIO London, UNITED KINGDOM
|
Credits
Shaheed Peera |
Publicis LifeBrands |
Executive Creative Director |
Khalid Latif |
Publicis LifeBrands |
Associate Creative Director |
Jonathan Webb |
Publicis LifeBrands |
Art Director |
Paul Cocksedge |
Paul Cocksedge Studio |
Design Director |
Dimuthu Jayawardana |
Publicis LifeBrands |
Senior Planner |
Marionne Lugay |
Publicis LifeBrands |
Account Director |
Nina Tsalapatanis |
Publicis LifeBrands |
Account Director |
Katie McMorran |
Publicis LifeBrands |
Business Unit Director |
Mark Cocksedge |
Paul Cocksedge Studio |
Photographer |
Write a short summary of what happens in the ambient or digital execution or campaign.
Together with a high-profile designer, we created a striking typographical forest of 104 names (our insight: 104 people are diagnosed with blood cancer every day in the UK).
Made from reinforced polystyrene and steel, each represented a real patient currently living with blood cancer. Every sculpture was perfectly sized to match the height of the person they symbolised.
The arrangement reflected the patterns that occur when people gather in crowds, and set in a recurring typeface intended to emphasise their shared experiences.
The installation was designed to be arresting, intriguing, shocking and hopeful.
On closer inspection, people found that every name had a real story to tell. Plaques on each name told stories of determination, hope and success. Two separate structures detailed the signs and symptoms of blood cancer and directed people to a website.
They stood in Paternoster Square outside St Paul’s Cathedral in London for 30 days.
Cultural/Context information for the jury
Public awareness and understanding of blood cancer is shockingly low despite it being the 3rd biggest cancer killer in the UK.
There are many statistics associated with the disease: 136 different types, 104 people diagnosed every day, one person diagnosed every 14 minutes. In fact, blood cancer kills more people than breast or prostate cancer every year, yet most of us don’t know much about it and wouldn’t know what symptoms to look for.
Our challenge was to get people in the UK talking about blood cancer like never before, and raise awareness of its signs and symptoms.