BrandWell produced a video of Desiree, a member and breast cancer survivor who serves as the unofficial face of the Mammography campaign. My responsibility following the video shoot was retouching the photos and creating successful campaign images. Here is the 'before and after' of the main campaign images. The challenge of this shoot was capturing photos in which Desiree's baby was smiling, so the retouching entailed piecing together images of both of them to create perfect, happy moments.
Original photo
Retouched campaign image
Original photo
Retouched campaign image
The letter from a doctor and direct mail bi-fold piece were both sent to over 10,000 members in Ohio. While the letter was more cut and dry, the direct mail piece was a fun, engaging way to convey the important information to members. I assisted with choosing the stock image on the cover of the mailer and retouching it for the piece, as the client was not a fan of Desiree and her baby on the front cover.
The information from longer pieces, like the mailer and letter, were then boiled down into quick nuggets for consumption in the infographic and social posts. The infographic was available in both print (posted in doctors offices) and digital (Buckeye's Mammography landing page) formats. The social posts coincided with copy, and were posted throughout Breast Cancer Awareness Month in October.
We used Desiree's story as a member mission moment, which usually follows a video format and serves as a digital ad spot. I also created a one-sheet for these mission moments, as an alternative way to consume the story. This, combined with related mammography social media posts and email graphic gives readers an overview of her journey with Buckeye in a simple, approachable format that can be duplicated for other members.
