CHANGING THE VOICE OF CANCER

One of the biggest challenges with cancer is how to reduce time to diagnosis. Once a person has been diagnosed, their treatment pathway can be expedited. We needed people to identify with symptoms of the blood cancer myeloma sooner, thereby getting them to speak to a GP and get tested.

Insights told me that although people were seeing their GPs, there existed a language barrier during discussions. The way GPs speak about symptoms is very different to the UK public. I worked with patients and asked them to describe their symptoms as they felt them. This led to me to create the campaign ‘In Mye Own Words’ with bright, impactful patient statements showcased across social channels during Myeloma Awareness Week.

Animator: Adam Hayes @ BA Reps