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
Establish brand credibility and product consideration during peak awareness, while laying groundwork for future Roche launches.
Cultural Barrier & Emotional Education
Overcome stigma, with 50% of cases diagnosed late, by prioritizing human-centered messaging that motivates early screening over clinical rhetoric.
Multi-Segment Engagement
Deliver culturally sensitive, medically accurate content across diverse demographics, driving behavior change rather than mere awareness.
CREATIVE APPROACH & ART DIRECTION
Strategic Pivot: Human-Centered Healthcare Marketing
Research revealed emotional barriers exceeded informational gaps. Repositioned campaign from clinical education to "time and tenderness" narrative, grounding messaging in universal themes of self-care and family legacy.
Visual Strategy: Phased Emotional Journey
Developed progressive content architecture moving from prevention (soft pastels) to treatment (warm grounded visuals) to survivorship (rich colour stories), each phase building emotional permission for the next stage of healthcare engagement.
Cultural Intelligence Application
Transformed global brand guidelines through local market insights, positioning Japanese precision and care as 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
Led cross-functional campaign development from concept through execution, ensuring cultural sensitivity and brand alignment while managing global stakeholder expectations.
End-to-End Creative Ownership
Single-handedly illustrated and animated "Dear You, Love Me" centerpiece video while directing visual consistency across microsite, social content, and interactive experiences.
Team Development & Quality Assurance
Mentored designers and video editors while maintaining creative standards, establishing systematic quality control processes for complex healthcare marketing requirements.
Stakeholder Influence & Risk Management
Successfully pivoted initial clinical-focused brief toward emotional storytelling approach, securing buy-in through evidence-based cultural insights and risk mitigation strategies.
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
Paid campaigns focused on women aged 30+, and retargeted visitors who interacted with the microsite letter submission.
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).
BEHIND THE SCENES
Storyboarding - I structured the letter narration as a flowing timeline visually moving between past, present, and imagined futures, guiding emotional pacing from uncertainty to quiet strength.
Keyframes - Each scene was crafted to feel soft, introspective, and human, using tactile textures and subtle motion to carry emotion.
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 wanted something fun and lighthearted for the campaign. However, research data and insights suggested that a more emotional and solution-focused tone would work better for our audience. As real survivor stories came in, it became clear that what women needed most wasn't more positivity or data, but to feel seen, and for solutions.
STRATEGIC CREATIVE DECISION MAKING
I suggested including an animation video and illustrations for the campaign, as it would bridge both client expectations and audience needs together. The team was not convinced but I was confident in the approach, personally taking on the full illustration and animation execution to ensure quality and vision alignment.
RESULTS VALIDATION
The campaign video achieved more than 55k views, leading significant traffic to the campaign page and becoming the campaign's most emotionally resonant content. This validated the strategic shift toward human-centered storytelling over clinical messaging, 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 the lens through which real connection is made. The original concept leaned heavily on stats and educational content, but as real survivor stories came in, it became clear that what women needed most wasn't more data, but to feel seen.
That insight shaped Dear You, Love Me, an emotionally-driven narrative I illustrated and animated solo, weaving personal reflection with universal truth. I continued to guide visual strategy across all campaign stages, from microsite flows to multi-phase social rollout.
This became one of the most meaningful creative pivots I've led, a reminder that leadership isn't just about delivering the brief, but about listening deeply, staying agile, and knowing when to make something human.
