Merck Oncology is committed to fighting cancer on all fronts and providing patients and caregivers with support beyond medicine. In this spirit they addressed a need heard time and again across the cancer community: people facing cancer primarily seek to connect with others who have gone through a similar experience.
In collaboration with more than a dozen patient advocacy groups, Merck asked patients and caregivers: “What advice would you give yourself on the first day of your diagnosis?”
The result was “With Love, Me”— an integrated campaign featuring the heartfelt stories of people who have battled cancer either as fierce survivors or loving caregivers, sharing their hard-earned wisdom in the form of letters to their former selves. Journalist and cancer awareness and research advocate, Katie Couric, who lost her husband and sister to the disease, served as campaign “storyteller” to share the compelling narratives of those affected by cancer.
Our Creative Execution
The campaign exceeded all benchmarks with significant results as the video content spurred new highs in website traffic and video views. To date:
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