Cordially Stop Cancer

American Cancer Society

Colon cancer is second deadliest form of cancer in the U.S., averaging around 50,000+ deaths a year. But those aren't just numbers, they're our friends, family, neighbors, and coworkers. And we know that if every one of those people get colon screenings we could save as many as lives 45,000. But research shows that patients (and even doctors) don't always like to talk about colonoscopies. So we partnered with the American Cancer Society to help start the conversation. We created the Cordially Stop Cancer website where users to select from sixteen unique cards designs to send to their friends and family inviting them to get a colon screening.

Role

Art Director
Interactive Designer
Card Designer

Deliverables

Website
Social Ads
Card Graphics

Invitation Design

Nearly everyone in the creative department pitched in writing and designing these sixteen cards, each with different themes ranging from wedding invitations surprise birthday party, anniversary, to open house party. While this process was fun and collaborative, we had to work through several design challenges. By having everyone pitch, write, and design cards we ended up with lots of great designs that didn't necessarily go well together.

So I helped create and implement a loose design system of typography, card structure, and compositing process meant to unify the card designs without losing the varied uniqueness of each card. Also, knowing the cards designs would primarily be seen and shared as graphics on small mobile phone screens, we choose to keep any illustration or graphics minimal so that the headline and typography that drove the style and tone of each card and was readable at various scales.

Card Design: Youre invited to a very special birthday colonoscopy.

Card Design: Please join us for the ceremonial union of your colon and our oscopy.

Card Design: Join us to celebrate teh 5th Anniversary of your last colonoscopy.

Card Design: Youre invited to a viewing party of your buttocks.

Card Design: Bon Voyage! Its a going away party for your polyps.

Card Design: Your rectum is cordiallly invited to attend an Open House. Drinks will be served.

Card Design: We wont be having drinner but drinks will be plentiful.

Card Design: Surprise! 45 is the new age for regular colon screenings.

Card Design: Your presence is kindly requested at the formal opening of your butt.

Card Design: RSVP - The favor of a reply is requested from your derriere.

Card Design: RSVP - Please join us for cocktails prior to an intimate reception with your gastroenterologist.

Card Design: You are invited to a private event. Guest list: you, your doctor, and a long flexible instrument

Card Design: Save the Date. You could add 10-15-20 more years to your life.

Card Design: You are cordially invited to the union of your doctor and your derriere.

Card Design: Class of 1995 get together with your arse and your doctor. RSVP ASAP.

Card Design: Your family, primary care provider, and pretty much everyone who loves you requests the honor of your presence at your colonoscopy.

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Recieving an Invitation

When a user sends their invitation their recipient gets an email a link to open their invitation as well as any custom message the sender may have chosen to include. The recipient is then taken to a page that reveals the card design, introduces our colon cancer awareness message, and encourages them to share the invitation and then create their own.

Social Campaign

With the campaign launching in March—Colon Cancer Awareness Month—our next job was to create a dynamic social campaign to extend its reach and drive users to our campaign site. And since our cards were natively designed for easy sharing on mobile screens, they were seamlessly reformatted into posts and stories across various platforms. Additional posts with key colon cancer facts were also developed, creating a rich organic mix of messaging driving users to create their own invitations.