Make Sense Campaign

With a small budget and an "only social" media buy the challenge was high to create something that both impactful without being insensitive. Head and neck cancer is not often discussed in rooms about cancer. It doesn't have same broad impact as breast cancer or the intensity of prostate cancer. Many people survive head and neck cancer but their lives are forever changed. By leveraging the idea that some patients are "unrecognizable" after their cancer, from either physical or mental changes, we wanted to show that it can impact anyone. 

The campaign took two directions that were both used. One being the use of famous faces, and pixelating them, implying that even though people might know you, you can still feel unrecognizable. And two, looking at the typical family "stock-style" photos, and pixelating a member of the photo. Giving a more personal touch to being "unrecognizable", even amongst your friends and family.