The Objective
Cholangiocarcinoma (CCA) is a rare form of bile duct cancer.
Incyte wanted an impactful animation to raise awareness of CCA, communicating the complex science of its diagnostic pathway to lay audiences with clarity and empathy.
Strategy and Process
To create affinity and reduce barriers, we created a trio of fictionalised but insight-based patients to narrate and ‘star’ in the animation. We ensured diversity in their design to reach a wide audience, befitting CCA patient demographics.
Using our ‘no jargon, no judgment’ copywriting approach, we simplified complex scientific concepts surrounding molecular profiling into easily understandable language, complemented by a relatably realistic character design.
The Outcome
At conferences and ‘on the ground’ in practices, the video has received recognition as a vital resource for CCA patients, particularly beneficial for newly diagnosed patients urgently seeking information and support.
What a great job – huge thanks to everyone involved. I’m really excited to think we have this resource for our CCA patients now – and that we will be showing it at AMMF’s conference.
Helen Morement
CEO of AMMF
