CARMENTAN.ART
ROCHE BREAST CANCER AWARENESS CAMPAIGN
Because every woman deserves time to heal, time to choose, and time to live.
In a world where cancer is often met with silence, ROCHE needed a digital-first campaign that gave Malaysian women the emotional permission to speak up, reflect, and act on their health. As Art Director, I led the creative vision for Her Time Matters, from the conceptual spark to execution across animation, social, video storytelling, and microsite experience. The campaign blended heartfelt narrative, calming visuals, and interactive design to encourage early detection, informed treatment, and survivorship.
PROCESS JOURNEY
OBJECTIVE
Roche aimed to increase public awareness on breast cancer treatment options, build momentum for a future healthcare product launch, and raise literacy around health insurance for long-term care planning.
CHALLENGE
Cancer stigma continues to silence Malaysian women, leading many to delay screening and treatment. We needed a way to replace fear with compassion, and education with empathy.
FINDINGS
Research showed that 1 in 19 Malaysian women are at risk of breast cancer, yet nearly 50% of cases are diagnosed late, especially among women under 50.
We also found:
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Cultural hesitation around kanji branding and perceived complexity of treatment
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Emotional, survivor-led stories consistently outperformed fact-based campaigns
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The public responded more strongly to humanised content and gentle empowerment than clinical or authoritative messaging
“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
CREATIVE APPROACH & ART DIRECTION
To dismantle the fear around cancer conversations, we grounded the campaign in a message of time and tenderness. I developed a phased visual direction that grew with the user, moving from calm prevention education to bolder survivor celebration.
Each stage had its own story arc, design tone, and emotional weight:
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Prevention (June–July): Soft, pastel-toned education for early detection
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Treatment (Aug–Sept): Warm but grounded visuals focused on informed care
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Survivor (Sept–Oct): Richer colour stories, handwritten typography, and real voices aimed to invite reflection, letters, and shared hope
The illustrated video Dear You, Love Me became the emotional anchor . an anonymous letter narrated from one version of “Me” to another, past, present, or future. A reminder that self-care is not indulgent, but essential.
THE EXPERIENCE
CAMPAIGN LANDING PAGE
The Her Time Matters microsite was designed as an evolving story space. Over 3 months, it adapted its UI and emotional tone with each new campaign phase. From a warm introduction video to a heartfelt letter wall, the experience honoured women in all stages of their cancer journey.
Animated Launch Video
Illustrated and voiced as a personal letter, gently introducing the 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 also check their insurance coverage or find the nearest breast cancer screening centres through two integrated forms, making it easier to take the next step from awareness to action.
SOCIAL CONTENT AND PERFORMANCE MARKETING
Across Meta platforms (Facebook and Instagram), the team crafted social visuals that echoed the microsite’s calming yet powerful tone. Our 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 to enhance storytelling, while GDN banners drove traffic to the 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 of the campaign, a fully illustrated and animated short film, written as an anonymous letter from a woman to herself. It speaks to self-love, quiet strength, and the power of choosing yourself. I single-handedly illustrated and animated the full piece, aligning tone and pacing with the campaign’s emotional core.
“Every woman’s journey is unique. When she learns to treat her body well and honour those around her, remind her to never settle for the easy way out.”
This video helped reframe breast cancer conversations from fear to compassion, and invited users to tag someone they loved, turning passive watching into active support. For this video, I have executed it from end-to-end production, from concept, storyboarding and design, all the way to animation and editing, making it one of my proudest work for 2022.
BEHIND THE SCENES
Storyboarding
I structured the letter narration as a flowing timeline visually moving between past, present, and imagined futures. These frames guided the emotional pacing, from moments of 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 real voices , survivors, healthcare professionals, and patient advocacy communities, as they reflect on what it means to reclaim their time. The tone was thoughtful, grounded, and uplifting, reinforcing the campaign’s core message: that every woman deserves time to live, heal, and be present.
“Her journey is deeply personal as she reimagines every second, minute, and day of her life to live and to be present.”
This campaign video added authenticity and community to the campaign, reminding viewers that they are never alone in their journey. My role for this video is to create storyboard based on stock videos, and orchestrating them to create a heartfelt story. I have also guided the team for video editing and providing quality assurance.
CAMPAIGN RESULTS
Only select performance metrics were released publicly. For example, Dear You, Love Me animated video garnered 55k views, and Her Time Matters live-edited video garnered 54k views, becoming the campaign’s best performing and emotionally resonant content.
While not all analytics were disclosed, community feedback reflected:
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Strong emotional engagement in video comments
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A surge in shares and tag-based interactions
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Positive qualitative response from advocacy partners
More importantly, the campaign helped position Roche as an empathetic health leader. One that listens, connects, and supports women beyond the diagnosis.
ROLE
ART DIRECTOR
ART DIRECTION
Led the creative and emotional tone across all assets, establishing a campaign that felt compassionate, educational, and human.
CROSS TEAM COLLABORATION
Mentored designers and video editors, aligned with content writers and account leads, and ensured end-to-end production stayed consistent with the vision.
CONTENT STRATEGY & EXECUTION
Directed the campaign videos, including the full illustration and animation of Dear You, Love Me. Guided the visuals across social, microsite UI, and GDN ads for maximum emotional engagement.
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: what women needed most wasn't more data, it was 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.
At the same time, I continued to guide the 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, it’s about listening deeply, staying agile, and knowing when to make something human.
