Stand Up To Cancer Clinical Trials
Stand Up To Cancer’s mission is to raise funds to accelerate the pace of groundbreaking research, thus expediting the discovery of new, life-saving cancer treatments. SU2C knows that clinical trials are one of the most important mechanisms scientists have to translate their findings into new therapies.
Mill Pond’s late co-founder and patient advocate, Patrick Gavin, served on the Van Andel Research Institute-Stand Up To Cancer (VARI-SU2C) Epigenetics Dream Team and had benefitted from two clinical trials on his own cancer journey. In a conversation with SU2C leadership, Pat showed a couple of the ILLUMINATIONS we were working on with our creative partners at D2 Creative.
As a result, SU2C asked us to help dispel misconceptions about clinical trials, providing patients and their loved ones with a better understanding of trials and treatment types. The goal is to help patients make an informed decision when considering whether to participate in a trial.
In total, we produced a series of 14 ILLUMINATIONS about trials and how they function as well as various treatment types. These appear contextually throughout the new Clinical Trials section of the Stand Up To Cancer website.
As part of the engagement, we developed a set of animated characters with a look and feel that complement the SU2C brand, as well as the breadth of the cancer community. We worked closely with the organization to ensure that nuanced messaging was carefully conveyed. And we mixed in a huge helping of the “special sauce” that resonates with our audiences and that originally led Stand Up To Cancer to our door.
Along the way, we also worked closely with Stand Up To Cancer’s in-house digital, production, and communications teams, providing copywriting and consulting on the layout for the new Clinical Trials site.