Lumina Health for KSA: A plea for cancer survivors to have courage to face life
On Monday, the Aarau Cantonal Hospital (KSA) launched an omnichannel health campaign focused on cancer. Lumina Health is responsible for implementing the campaign.
The campaign focuses primarily on authenticity and highlights the emotional side of cancer from the perspective of affected patients. "The campaign was realized with the active participation of patients with cancer and their relatives, which creates a high degree of authenticity in all our contributions," explains Ralph Schröder, Head of Content and Campaign Management at KSA.
About Living with Cancer
Cancer is complex in terms of cause, progression and therapy, but for those affected it is always a stroke of fate. With this core message, the KSA is addressing the general public and the medical profession as part of its new health and education campaign. The focus of all contributions, whether in the accompanying magazine, on the campaign website Cancer.ksa.chPatients are featured on social media and in movies and videos. They tell their illness and life stories, report on fear and hope and the psychological handling of the disease. After all, those affected by cancer and long-term survivors are challenged above all mentally. For them, "healing" or "improving the quality of life" means above all psychologically coming to terms with the disease in order to preserve or regain the courage to face life. The campaign concept symbolizes precisely this important dimension of the disease.
"Communicating about cancer was a multifaceted challenge. The only way to convince patients and doctors alike was to use words, images and sound to make the emotional life of those affected visible, audible and tangible," explains Tarja Zingg, Managing Director and Campaign Manager of the Lumina Health agency.
The campaign website, via social media, ads, on billboards, with videos and cinema advertising, as well as in the forthcoming patient magazine, will focus on various aspects of cancer, treatment options and the recovery process.
Responsible at KSA: Julien Buro, Ralph Schröder, Claudia Morach. Responsible at Lumina Health: Tarja Zingg (Strategy & Concept), Debi Balmer (Design), Lena Rauh (Digital Campaign Management), Stefan Zingg (Concept & Text). Photography: Phil Wenger. Google Ads: Click workshop. Media Planning: JBW Media. Video: Maybaum Film.
