The design is based on black and white photos of real patients. Instead of having a lengthy copy to tell their stories, the copy is limited to their names, age and what kind of cancer. The photos are mixed in the layout, making them contrasts. Young people are on the same spread as old people etc. This makes it an impactful study in powerful portraits of people having gone through the hard times of a cancer disease. One of Norway´s best art photographers caught that sad look you will always find in the eyes of a cancer patient.

The results exceeded expectations and beat the control by a good margin.

Total increase (against control): 3,4%The best target groups: 5,5%