LCC — Alex Baker

LUNG CANCER CANADA
The Absence You Can’t Ignore

THE PROBLEMThere are common misconceptions about lung cancer among GPs who aren't associating symptoms with the disease, especially in young, non-smoking patients.

THE INSIGHTA skipped screening due to negligence resulting in serious cancer can haunt a GP for life.

THE IDEAEvery missed screening can leave behind a shadow, a reminder of what has been overlooked, and what could’ve been prevented.

Using concealed tactics to reach doctors where they least expect it, LCC aims to urge acting early and protecting thier patients (and themselves) from the kind of absence that echoes long after the exam room is empty.

Initial Tactics - Social and Medical Journal

Waiting Room Poster

Waiting Room Poster - Phase 2

Hidden in the frame is a second layer with an additional message
that is displayed from the backlit poster frame

Parking Tickets

After a long day GPs go out to find in their reserved spot what they think
is a parking ticket but is actually another message encouraging them to take action.

OOH
Additional messages for GPs to see on their way home.

TEAM
Art Director and Copywriter - Alex Baker
Art Director - Ethan Davidson
Art Director - Misha Desai