ROCHE BREAST CANCER AWARENESS CAMPAIGN
Because every woman deserves time to heal, time to choose, and time to live.
Repositioning cancer conversations from fear to compassion through culturally sensitive storytelling that prioritized emotional connection over clinical messaging while establishing Roche as an empathetic healthcare leader in the Malaysian market.
ROLE
Art Director
DURATION
Medical campaign (Breast Cancer Awareness Month)
PLATFORM
Digital-first (Microsite, Paid & Social)
REGION
MALAYSIA
PROCESS JOURNEY
OBJECTIVE & CHALLENGES
Build Roche’s trust and pioneer breast cancer literacy in Malaysia’s stigmatized market.
Positioning & Trust Building
Build credibility and drive consideration ahead of future Roche launches.
Cultural Barrier & Emotional Education
Tackle stigma and late diagnosis through human-focused, screening-led messaging.
Multi-Segment Engagement
Deliver culturally attuned, accurate content that motivates action, not just awareness.
CREATIVE APPROACH & ART DIRECTION
Strategic Pivot: Human-Centered Healthcare Marketing
Shifted from clinical education to a “time and tenderness” narrative, addressing emotional barriers and emphasizing self-care and family legacy.
Visual Strategy: Phased Emotional Journey
Created content progression from prevention (soft pastels) → treatment (warm, grounded visuals) → survivorship (rich, vibrant colors), each phase guiding emotional engagement.
Cultural Intelligence Application
Adapted global guidelines with local insights, turning Japanese precision and care into trust-building assets rather than clinical distance.
“When people look at a cancer patient… their expression says it all. And that is very detrimental to the patient.”
– Ranjit Kaur, BCWA President & Breast Cancer Survivor
WHAT I DID
Strategic Creative Leadership
Directed cross-functional campaign from concept to execution, ensuring cultural sensitivity, brand alignment, and global stakeholder management.
End-to-End Creative Ownership
Illustrated and animated the “Dear You, Love Me” centerpiece video, maintaining visual consistency across microsite, social content, and interactive experiences.
Team Development & Quality Assurance
Mentored designers and editors while implementing systematic quality control for complex healthcare marketing assets.
Stakeholder Influence & Risk Management
Pivoted a clinical-focused brief to emotional storytelling, securing buy-in through cultural insights and risk mitigation.
THE EXPERIENCE
CAMPAIGN LANDING PAGE
Designed as evolving story space adapting UI and emotional tone across 3 campaign phases. From warm introduction video to heartfelt letter wall, experience honored women in all cancer journey stages.
Animated Campaign Video
Illustrated and voiced as personal letter, gently introducing campaign's emotional promise
Interactive Letter Wall
Visitors could read or submit anonymous messages of strength, loss, or hope, creating a living archive of collective healing
Action-Oriented Forms
Users could check insurance coverage or find nearest screening centers, making it easier to take next step from awareness to action
SOCIAL CONTENT AND PERFORMANCE MARKETING
Across Meta platforms, the team crafted social visuals echoing the microsite's calming yet powerful tone. Content strategy moved through each campaign stage with clear narrative intent, from prevention tips to survivor letters.
Visual Consistency
Art direction carried through soft gradients, muted typography, and real survivor imagery
Storytelling Ads
Campaign videos enhanced storytelling, while GDN banners drove traffic to microsite
Targeted Awareness
Targeted women 30+ and retargeted microsite letter submitters.
CAMPAIGN VIDEO SERIES
DEAR YOU, LOVE ME
The emotional centerpiece, a fully illustrated and animated short film written as an anonymous letter from a woman to herself. I single-handedly executed end-to-end production (not including scripting) from concept and storyboarding to animation and editing, creating content that reframed breast cancer conversations from fear to compassion (55k views).
HER TIME MATTERS
A live-action video showcasing the real voices of survivors, healthcare professionals, and patient advocacy communities reflecting on reclaiming their time. My role involved creating storyboards based on stock videos and orchestrating them into heartfelt narratives while guiding video editing and quality assurance (54k views).
STRATEGIC DECISION FRAMEWORK
THE DATA-TO-HUMAN PIVOT
The client aimed for a fun, lighthearted campaign, but research and survivor stories showed women needed something different: an emotional, solution-focused approach that made them feel seen, not just more positivity or data.
STRATEGIC CREATIVE DECISION MAKING
I recommended adding an animated video and illustrations to bridge client expectations with audience needs. Though the team was hesitant, I took full ownership of the illustration and animation to ensure quality and vision alignment.
RESULTS VALIDATION
The campaign video garnered over 55k views, drove significant traffic, and became the most emotionally resonant content. This validated the shift to human-centered storytelling, positioning Roche as an empathetic healthcare leader who listens, connects, and supports women beyond diagnosis.
TIME WELL SPENT
This project reminded me that time isn’t just a campaign theme, it’s how real connection is made. While the original concept focused on stats and education, survivor stories revealed that women needed to feel seen, not just informed.
That insight drove Dear You, Love Me, an emotionally-driven narrative I illustrated and animated solo, while guiding visual strategy across the microsite and multi-phase social rollout.
It became one of my most meaningful creative pivots, showing that leadership is about listening deeply, staying agile, and knowing when to make something truly human.
