How do you raise awareness for lung cancer and win an IPA Best of Health award (s)? Blonde say it’s about being human and telling an emotive story.
Novartis Oncology wanted to raise awareness and increase the understanding of Non-Small Cell Lung Cancer (NSCLC)* to improve patient outcomes. They commissioned Blonde to create a compelling piece of creative that would explore the human story of the disease.
Lung cancer is still the leading cause of cancer death worldwide in both men and women and 80-85%* of lung cancers are non-small cell lung cancer (NSCLC).
Blonde’s aim was to create the antithesis of the usual, straightforward patient testimonial for stakeholders. “We wanted to make a thought-provoking exploration of NSCLC from a very personal perspective”, says Benjamin Dawson, co-founder of Blonde.
“Our idea was to produce an emotive and beautifully crafted short documentary that would transcend the original brief and reach out to everyone that watched it, not just the intended target audience”.
When Blonde met Demi, someone who has NSCLC , they discussed their desire to make this content about her, the person, rather than presenting the theme.
Benjamin says: “this approach helped Demi feel more at ease during the whole project and gave her the courage to open up, more than she thought she ever would”.
Director Neil Bonner explains further that: “We wanted Demi to become a personification of something more profound to encourage empathy and introspection on the part of the viewer, with the aim of having a lasting affect. We wanted to present the opportunities Demi's treatment has given her; the 'moments and memories' and a vivid appreciation of the here and now. We felt this was much more relevant, compelling, informative and universal than focusing simply on the plain facts of her disease”.
This approach, combined with Blonde’s extensive background in documentaries and experience working with other pharmaceutical and healthcare brands such as GSK, AstraZeneca and Johnson & Johnson to name a few, made it possible for Demi to open up and share a very personal story, which resulted in Blonde winning two IPA Best in Health Awards.
American Cancer Society. Lung Cancer – Non-Small Cell Detailed Guide 2014. Available here
EXECUTIVE PRODUCER: Doug Newman
CREATIVE DIRECTOR: Benjamin Dawson
PRODUCTION COMPANY: Blonde
DIRECTOR: Neil Bonner
OFFLINE EDITOR: Adam White
POST PRODUCTION: Happy Finish
COLOURIST: Nedeem Al-Astrabadi
MOTION GRAPHICS / ONLINE EDITOR: Neil Copland
SOUND DESIGN: Nick Peill