On Their Side
On Their Side is a campaign concept for a medication to ease the effects of HER2+ metastatic breast cancer in older women. For these patients, treatment is no longer an option, yet the treatment can help them live without the effects of their sickness.
This concept centers around the strong network of support from each patient's community. The lines wrapping around the women pictured feature vignettes from her life that make it meaningful; relationships with children, spouses or even pets that help her get through the day.
This concept centers around the strong network of support from each patient's community. The lines wrapping around the women pictured feature vignettes from her life that make it meaningful; relationships with children, spouses or even pets that help her get through the day.
Because of HER2+ MBC's unique challenges, members of a patient's community may feel helpless to improve her well-being. Through a customizable support box, friends, family, physicians or fellow patients within the community can show their support. Each box includes a personalized card, with the option to include items such as a button or a silk scarf. Boxes can be purchased on the On Her Side site, and patients can shared via the site's online forums, where they can meet and share their stories with other MBC patients.
