Provision Healthcare Ad Campaign

When the call for a new ad campaign came,it afforded me the opportunity to branch out and work on something that went beyond “pretty pictures” and to think strategically as well. Since the brand’s target audience had been predominantly older males and had reached a bit of a saturation point, we wanted to take an approach that would work for a wider range of people. Given the popularity of the “Cancer Sucks” slogan, we decided to tackle it with the same level of candor and straight-talk. Something along the lines of “Cancer sucks, but your treatment doesn’t have to.” This inspired me to consider branding individual patients and their approach to their illness and treatment since it is different for everyone. To do this, we held a photoshoot with a diverse sample of patients and used illustrations and type treatments that worked alongside their own headline to give each ad the personality of the patient and their approach to fighting cancer.