Hindustan Times
Cancer awareness people actually read
Two campaigns turned clinical health information into content people stopped for.
The ask
Head and neck cancer awareness in India was dangerously low, and clinical health content rarely holds attention. Hindustan Times needed awareness content people would stop and read.
The roadmap
- 01
Make Sense: bring doctors and real stories together on head and neck cancer.
- 02
Be Brave and Bold: turn colorectal cancer awareness into content that lands.
- 03
Publish both as branded content destinations on Hindustan Times.
Goals and outcomes
Goals
- Raise awareness of head and neck and colorectal cancer.
- Make clinical information approachable.
- Pair medical credibility with human stories.
Outcomes
- Two awareness campaigns grounded in expert voices and real stories.
- Clinical topics made readable for a general audience.
- Lasting campaign pages on Hindustan Times.