Under the concept “The future you want to see,” we sought to reach key audiences through the generation of content that was personal, positive and relatable, distributed over all communication channels. The strategy was coordinated over two pillars via a website, social media and mass media:
Awareness-raising: on the importance of early diagnosis through medical checks that can help detect cancer in time, with a close and direct discourse.
Innovation: focus on immunotherapy as an innovative treatment and position MSD as a company committed to R&D.
The message to get across was that cancer is a treatable disease and, in some cases, curable. Prevention and early detection are fundamental aspects to improve cancer patients’ chances of survival. “The future you want to see” invites us to bear in mind those little big things that are worth living for.
The campaign's main goals were to position MSD as a leading national oncology company, raise awareness and prevent cancer.