Merck — Lung Cancer Awareness
National Campaign → Global Rollout
Deep Breath reframed lung cancer awareness around a simple human truth: breathing is something we take for granted until we don’t.
Originally developed as a Canada-only Lung Cancer Awareness campaign for Merck, the work was designed to encourage conversation and early screening without fear-based messaging. I led the visual system design in partnership with a Creative Director, refreshing a four-year ambassador-led platform. The campaign later rolled out globally.
My role
Defined a new visual system to replace an existing ambassador-led platform
Led art direction across film, digital, social, OLV, OOH, and landing page
Built a rollout system guide to support global adoption
Partnered closely with CD, strategy, and medical–legal teams
The challenge
The challenge was to communicate urgency without fear or alarmism, navigating strict medical claims and emotional sensitivity while motivating people toward an actionable first step.
Outcome
Launched as a national Canadian campaign and later adopted globally, providing Merck with a refreshed, scalable platform for Lung Cancer Awareness that encouraged conversation and early screening without fear-based messaging.
I designed a new visual system to replace a long-running ambassador-led campaign. The system was built to be flexible, emotionally restrained, and medically compliant, allowing it to scale across channels and markets.
