Game On Cancer

About the Role

Creative development and execution for a campaign system that transformed complex cancer support services into a clearer, warmer, and more human patient experience for Henry Ford Health.

Focus

Cancer support services

Output

• Campaign system
• Print materials (brochures, booklets, flyers, informational collateral)
• Digital touchpoints (web and digital assets)
• Video (campaign film)

Responsibilities

• Reframe cancer support services through clearer messaging, warmer visuals, and a more emotionally supportive voice while adhering to healthcare compliance, brand guidelines, and internal review processes.
• Develop a human-centered campaign system extending across digital, print, patient education, donation pathways, and campaign awareness.
• Create patient materials (brochures, booklets, flyers) that clarify services without losing emotional tone.
• Design digital touchpoints to help patients, families, and donors understand support services and their importance.
• Produce a campaign film integrating patient stories, support services, and messaging into a cohesive, emotionally resonant narrative.

Impact

The campaign provided Henry Ford Health with a more human-centered way to communicate critical support services, increasing clarity while preserving brand trust and healthcare rigor. It established a model for balancing compliance, emotional resonance, and patient-centered storytelling in future communications.