Lung Carcinoma

Approach patients sensitively

What did the client need?

The client requested an informative film to educate recently diagnosed patients about the biological background of lung cancer, how it is diagnosed and the subsequent treatment of the disease. It was important that the film address the patients’ concerns and alleviate some of the fear that they experience upon diagnosis, but at the same time not convey false hope.

Ultimately, the film serves to communicate the client’s product line of various treatments against lung carcinoma (angiogenesis inhibitors and tyrosine kinase inhibitors). This sensitive film gives all patients, no matter what stage of the disease they are in, serious answers to their questions in a personable yet professional manner.

How did we meet this need?

The concept of the 26-minute film is based on three complementary elements to illustrate the client’s message: Live footage shot with an actor and voice-over text, questions addressed by medical doctors and animation sequences.

By placing an actor with voice-over text in the patient role, it was possible to carefully choose a voice for the patient and control the tone of the text, while at the same time conveying sincerity and engaging the viewer on a personal level. Patient questions, presented in the form of the actor’s thoughts, are addressed by a pulmonologist, an oncologist and a surgeon. Responding to the patients’ concerns in a professional and serious approach lends the film gravity and credibility. Animation sequences are used to illustrate treatments and medical processes in an easy-to-grasp manner.

The film interweaves the three components to inform the patient and give them a sense of security. Different treatment options ranging from surgery and radiotherapy to chemotherapy are shown with special emphasis on new drugs such as tyrosine kinase inhibitors and angiogenesis inhibitors. The film ends on a positive note with how the patient has learned to cope with the disease.

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