Challenge
Up to 65% of people living with cancer have experienced weight loss by their healthcare appointment. What patients and oncology nurses are not aware enough of is the weight being lost isn’t just fat, but more importantly critical muscle mass.

Solution
We created 2 animations for both people living with cancer, and for nurses that tackle the misconceptions around weight loss during cancer care to highlight the critical importance of managing weight and muscle mass at the earliest stage of cancer care. And the need to educate around the importance of a high protein diet or supporting supplements to assist.

Outcome
The work was launched at the Oncology Summit 2024 to +8000 oncologists and oncology nurses. With a 100% positive response to those surveyed on their intent to use the campaign and share with patients and colleagues.

Animations by Polyester.

Work produced for HAVAS Consumer Health and Nutricia.