— PROJECT NAME

Drive Hope Forward

— ROLE

Copywriting

Marketing Strategy

— DATE

12/2022

The New Jersey Department of Health’s Commission on Cancer Research (NJCCR) required a fundraising campaign to achieve three main goals:

1. Raise awareness of cancer as the #2 killer of New Jerseyans

2. Encourage donations to the Commission’s Cancer Research Fund (with particular emphasis on pediatric cancer)

3. Promote sales of special Conquer Cancer license plates

As creative lead, I worked with the agency’s design and digital teams to develop a concept meant to “Drive Hope Forward” and wrote all campaign copy.

The messaging and imagery present New Jerseyans with a hopeful and healthy future to aspire toward, rather than depicting a healthcare issue that can, at times, feel insurmountable.

The campaign frames cancer research as both a state-wide call for a return to carefree childhoods and a challenge to build a future where lifesaving treatments are accessible to all.

Even when the messaging is not focused on pediatric cancer research, the faces of children remind New Jerseyans what – and who – the fight against cancer is for.

In each ad, a child anchors the campaign in the present while asking what strides could be made by adulthood. The toy cars they play in become a metaphor for donations – a means of reaching a seemingly far-off destination, sooner rather than later.

Click the graphic above to view a campaign summary.

View the slideshow below for the complete set of ad proofs from this project, and continue scrolling to see the campaign landing page for the chosen concept.