Palliative care is a patient-focused,
team-based approach
proven as the optimal way to treat patients with long-term illnesses.However, most people are not aware of palliative care, and if they are, they associate it only with hospice. ACS CAN, the advocacy arm of the American Cancer Society, needed to educate DC opinion leaders
about the benefits of palliative care, so they would be more likely to back legislation supporting it.
To help the organization do so, my partner and I created a targeted print campaign that paired
heart-tugging headlines with engaging imagery to elicit an emotional response,
showing the true humanity behind long-term cancer treatment.
