Teva’s goal of treating the individual—we wanted to bring out a connection with real, individual patients. And that brought us to the idea of roles. Cancer patients aren’t just patients, they are fathers and mothers, daughters and sons, sisters and brothers—real people with real names and families and others who care for them. So the question became how do we draw out and emphasize those personal roles in the context of oncology?
The answer, it turned out, had been staring us in the face all along. During one of our discussions, complete with all those long oncology terms, someone in the room noticed that the word mother could be found inside chemotherapy. And that became the foundational idea behind our campaign—finding the individual inside the verbiage of cancer and cancer treatment. So we set a team of copywriters to work finding names and roles within the language of oncology.
the doc melt your belly fat.
For something like this, comparisons can be a particularly powerful communication tool.
Our first idea was a straight comparison—on one side, three visuals of the “fitness pub” path to a flat stomach (crunches mostly), and on the other side, three visuals— before, during, and after—of the UltraShape process. The trouble was that it was too busy to be arresting. It was clever and could get a smile out of the viewer, if the viewer took the time to look at the whole thing. So we needed to find a way for it to be more visually engaging, more quickly.