MAKE BLOOD CANCER VISIBLE

TitleMAKE BLOOD CANCER VISIBLE
BrandJANSSEN
Product/ServiceBLOOD CANCER AWARENESS
Category D01. Displays
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
Name Company Position
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 celebrated designer, Paul Cocksedge, 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 talking about blood cancer like never before, and raise awareness of its signs and symptoms.