ABOUT

Myocet is an extremely aggressive drug for women diagnosed with secondary breast cancer.

I interviewed healthcare professionals and patients to understand the context, challenges and emotions involved.

Realising the aggressive nature of the drug, and the strength of the women I met, I positioned the brand to capitalise on this power and created a tone of voice that aligned to the very women whose lives were at risk. The alliteration and repetition were a gift. And afforded the campaign a rare level of memorability in the healthcare market.