Listen Close

Merck Lung Cancer Awareness
Agency: Manic Pixie

Challenge
Lung cancer causes 1 in 4 cancer deaths in Canada, yet public concern and early detection rates remain low. After four years with the same awareness platform, Merck needed a refreshed approach to reach a broader audience without fear-based messaging.

Insight
Breathing is fundamental yet often goes unnoticed. By prompting Canadians to pay closer attention to their breath, the campaign could build lung health awareness without judgment or stigma.

Idea
“Listen Close” reframes lung health through everyday breathing moments—blowing out birthday candles, breathing through labour, blowing bubbles—reminding viewers of their lungs’ vital role in life’s quiet yet powerful experiences. Visual motifs inspired by wellness app breath animations created an elegant, relatable signature adaptable to motion.

Execution

Developed strategic messaging centred on awareness and empowerment
Art directed authentic photography capturing diverse, everyday breathing moments
Designed a visual identity system for global adaptation
Redesigned the website to integrate LungX, an interactive self-assessment tool guiding users to early detection screening pathways
Produced digital, social, and d/OOH assets optimized for reach and engagement

Results
Initially created as a Canadian campaign, “Listen Close” was adopted globally as Merck’s unbranded lung cancer awareness platform, empowering audiences worldwide to care for their lung health and take early action.