Expose TNBC
The Campaign Objective
Our client Gilead Oncology came to us at GCI Health to build a complete, unbranded, global disease awareness program that amplifies the unique needs and experiences of the metastatic triple negative breast cancer (TNBC) community, providing resources and support to people living with this cancer.
A Campaign Manifesto that isn’t pink-washed.
The metastatic triple-negative breast cancer (mTNBC) community lacks real resources to support them, and so often fall into the ‘Susan G. Komen effect’ – they have been ”pink-washed” and don’t adequately serve the reality that women with mTNBC face.
In order to serve real, authentic depictions of what it is like to live with this cancer, we needed a campaign narrative that meets the moment of strength, beauty and boldness that the patients themselves evoke:
Patient Stories
LaToya in Baltimore and Katja in Germany are real patients living with TNBC. We partnered with DPCG productions to capture their story in their own environment, and through first-hand interview accounts, we were able to share their range of challenges, joys and emotions that they face on a daily basis. My role was to work with DPCG to provide video direction, storyboarding, graphic elements and music supervision through the editing process.
A visual identity that is love, honesty and community.
The essence of Expose TNBC is guided by an attention to typographic detail. A campaign mark that is raw, but hopeful. It is courageous and bold, yet vulnerable. The construction of the mark as well as the naming had to be versatile for different language translations for other global markets.
Global Toolkit
Campaign overview, logo usage, color, font and graphic elements, web and video animation elements. Photography sourcing for stock to supplement the patient story imagery
/ Team
Annie Martineau
Beth Stoker
Kaycee Roberts
Heather Linnell
Stefanie Gunning
Kelsie Ozanne
Allison Jones
Rachel Finkelstein
Nick Perez-Guirri
Chris Grecky
DPCG Productions
/ My Role
Campaign Identity
Campaign Guidelines
Video Direction
Storyboarding
Music Supervision
/ Services
Brand Identity
Logo Design
UX Design
Video Direction
Photography Retouch
Content Strategy
Project Management
Copywriting