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We were asked by Novartis Oncology to create awareness advertising that urges people learn more about carcinoid syndrome.
Carcinoid syndrome occurs when a rare cancerous tumor called a carcinoid tumor secretes certain chemicals into your bloodstream, causing a variety of signs and symptoms. Early diagnosis is essential.
Symptoms of carcinoid syndrome can be similar to other gastrointestinal problems making it a longer time to diagnosis. We used a mask as the metaphor for the deceptiveness of carcinoid disease and its symptoms, highlighted the most serious of them and wrote headlines that ask a question and gives a direct call to action to learn more.
Originally planning on one ad, the client liked these so much they ran both as a campaign.