Take Care of Yourself Today

Context/ Lung cancer is often found late, and the people most at risk, adults over 50, many with a history of smoking or years spent in polluted working environments, are rarely the audience social campaigns are designed for. The brief was awareness: reach that group in the feed, on a subject most people would rather scroll past.

Idea/ We built the campaign around a painted portrait of the patient, centred and reflective, with the scenes of their daily life orbiting around them: driving, walking to the bus, working a shift in factory smoke, a cigarette between the fingers. Concentric lines hold the person as the focal point, while the brushwork gives it a sense of time passing. We chose illustration because photography on this subject reads as clinical or frightening, and both push viewers away. Painting let us approach a heavy topic gently. Two key visuals ran with different protagonists, and the social extensions introduced others again, each piece recognisably part of the same campaign. Every illustration was produced with the help of generative AI.