lifeLUNG
Cedars-Sinai Lung Cancer Screening Campaign
This campaign was executed during a 6 month fellowship with Cedars-Sinai Cancer Research Center for Health Equity and Isaac Tseng, the Interaction Design Fellow. All designs adhere to Cedars-Sinai’s branding guidelines. The campaign and mobile unit will be launching in underserved communities in Los Angeles in 2025.
lifeLUNG is a campaign centered on uplifting voices of experienced community members and healthcare providers in lung cancer screening, to encourage conversation, destigmatization, and increase screening rates in underserved communities. The target audience is those between 50 and 80 years old.
Campaign Name & Logo
Isaac and I created the name lifeLUNG to combine the idea of lifelong and lung health. Lung Cancer Screening is not only a lifelong commitment but early detection can also have a lifelong impact.
Messaging
This campaign required messaging that appealed to those who speak English, Spanish and Korean. We understood that each group has different needs.
By working with the team at Cedars-Sinai and collecting community feedback, we were able to cater the messaging to each group, based on what they resonated with as well as who that message was coming from.
Photography
The campaign will feature photographs of community leaders and healthcare providers. The aim is to show a range of subjects so people can see the campaign and see someone who looks like them, someone they can trust.
The individuality of the subject can shine through their clothing or accessories and these details tie in the Cedars-Sinai Red.
Cedars-Sinai will be photographing real members of the community for this campaign in the near future. To provide an example for the photographers to follow, Isaac and I did a test photoshoot to show various poses.
Applications
The posters feature the portraits and associated messaging to motivate those in underserved communities to get a lung cancer screening.
The mobile unit will drive to communities and allow for easier access to a screening.
Getting a lung cancer screening can be very nerve-wracking and can cause a lot of anxiety. To bring comfort and alleviate the anxiety of waiting, we created a letter that the patients will write to their future self while waiting for their screening.
It is to document any of their worries or concerns, or even just thank their future self for getting a screening. After completing their screening, patients will receive the letter from their future self. This letter will be mailed to them by Cedars-Sinai.
Lung cancer screening is an annual commitment and a large issue is having people return annually. This postcard celebrates their milestone and reminds them of their next screening.
At tabling events, Cedars-Sinai can utilize these interest cards to help people get a lung cancer screening or provide support in any other health concerns.
The fridge is a common place that our target audience utilizes for reminders or important information.
This experience allowed me to use my empathy skills to deeply understand the needs of underserved communities in order to create a campaign. It taught me the importance of ongoing dialogue with the community and gathering insights through surveys to develop messaging for the targeted communities.
Process & Learning
I also learned how to create and facilitate co-design sessions. I gained experience working closely with a partner in Interaction Design and collaborating with the Cedars-Sinai Cancer Research Center for Health Equity and marketing team.
