BEN ASHFIELD
Creative Director and Education Entrepreneur
Taking stylistic inspiration from ESPN 30 for 30s, we captured athletes and their loved ones coping physically and emotionally with cancer.

Your Cancer Game Plan

Getting diagnosed with cancer is devastating. Merck wanted to ease the burden for patients by giving them a place to start and the tools to help them along their journey. So, we told the stories of three athletes all battling cancer.

Taking stylistic inspiration from ESPN 30 for 30s, we captured athletes and their loved ones coping physically and emotionally with cancer.

Integrated media around each story drove to a website where patients could curate their own custom game plan from the vast resources we collected.

The campaign demonstrated Merck's dedication to fully supporting patients, beyond just their clinical needs.