Lilly Oncology sought ways to further humanize their brand and get closer, beyond medicine, to cancer patients — specifically women — and customers (healthcare professionals). Their research revealed that patients — and their circle of love and care — needed an outlet to cope with the emotional side of the disease.
Bring to life Lilly’s commitment to treat not only the disease, but the person as well, by giving women diagnosed with cancer — plus their family members, caregivers and healthcare professionals — the chance to share their hopes and fears and their best and worst days, through art and narrative. The Lilly Oncology On Canvas: Expressions of a Woman’s Cancer Journey was launched. Winners’ prizes consisted of donations to the cancer charities of their choice, and most entries were toured nationally via art exhibitions in hospitals and cancer centers. The competition success led to its expansion to male patients as well.