From Alan Steele VP, Director of Studio Services, Palio

First and foremost, people view cancer as a life-threatening disease. On top of it, cancer treatments are seen as lengthy, invasive, and debilitating courses of action. And for most people, cancer is a malady only to be discussed with their doctor and closest friends and family.

Advertising agencies that create communications for oncology or cancer prevention therapies and fund-raising organizations have identified these concerns and usually rely on three specific imagistic themes when appealing to cancer caregivers and patients, which I list as: 1) survivors, 2) lifestyles, and 3) loved ones. By using images that depict survivors, images that show freedom of movement in active lifestyles, and images that reinforce the importance of continued connections with loved ones, the unbranded or branded communications give cancer patients a picture to ‘aspire’ to.  As one doctor wrote, “If you really wanted to give people real information, you would give them statistics, but that wouldn’t be nearly as compelling.” So, touching emotions is the main driver in all of these categories.

Survivor Imagery

Breakthrough Breast Cancer is the leading UK charity committed to fighting breast cancer. The black and white photograph with a polaroid-like white border stuck to a pink memo board with a push pin is almost documentary in style. The woman wears a white terry robe (healing after battle). She is at home alone in the kitchen pondering what she has been through. The Erbitux ad, cetuximab injection for head and neck cancer, pictures a rugged, bearded, outdoor-type of man holding a black and white x-ray of his skull and neck vertebrae.

Lifestyle imagery

The DTC TV commercial for Gardasil, a human papillomavirus (HPV) vaccine from Merck that helps protect against 4 types of HPV, shows images of girls playing soccer, skateboarding, jumping rope, and playing drums. There are about 6 million new cases of genital HPV cases annually, 74% in the 15 to 24 year old age range.

Gemzar is a Lilly product that treats recurring ovarian cancer. This professional ad balances the lifestyle story with clinical data. A close-up photograph of a woman with snow goggles that reflect the arctic landscape, the massive fur head covering, and the film clips of mushing huskies all symbolize her challenging life journey with recurring cancer.

Loved ones imagery

The GlaxoSmithKline DTC TV commercial for cervical cancer shows a young woman on the front porch of a friends’ country home in winter. She has gone outside to make a private cell phone call to another friend so her friend inside won’t hear what she is saying. “Where are you?” “I’m with Kate, she has cervical cancer.” “What did you say?” “What could I say?”

The American Cancer Society’s More Birthdays TV campaign shows surprise birthday parties among friends, couples in a restaurant being given a birthday cake by the waiter, and scenes at home of couples of all ages with birthday cake and candles.

A television commercial by Australian Suncorp shows images of a mother and baby in a nursery, a crossing guard helping schoolchildren cross the street, and families at home preparing to go out in the sun. “It’s our way of life to protect ourselves and those we love.” The message is that others initially take care of us, then as we age, we must take care of ourselves and others.

The UK print ad by The Roy Castle Lung Cancer Foundation pictures a little girl with her doll seated in a grown-up leather chair. Her right arm is that of her mother, large and flabby with jewelry, nail polish, and a burning cigarette. The ad addresses the problem of second-hand smoke in the home.

The examples go on. These are typical images seen in messages about cancer or cancer-related products. Maybe there’s room to go about things differently? What do you think?

Palio is a full-spectrum global pharmaceutical and consumer advertising, marketing, and communications agency that excels in brand creation and specializes in brand strategy, product launches, global marketing, and digital and integrated media.