The worst you can say is nothing. Therefore the campaign encouraged relatives of cancer patients to start the tough conversations about cancer.

PROBLEM Cancer patients want to talk about their illness, but family and friends often find it difficult to know how to talk about cancer and often withdraw from the sick person.

INSIGHT When people are diagnosed with cancer, it can be hard to know what to say and what is appropriate to talk about.

SOLUTION We wanted to encourage relatives to start the conversation. Therefore we equipped relatives of cancer patients with tools to that made them feel confident about asking questions about cancer. With the campaign “Spørg dog!” (Just ask!) we encouraged people to speak to their relatives through OOH. This also lead them to a webpage where guides, test, podcasts and stories equipped them to take the leap and dive into the hard conversations.

We wanted to empower relatives of cancer patients to initiate conversations about cancer. We provided them with tools to boost their confidence in asking questions. Through our campaign"Spørg dog!" (Just ask!), we encouraged people to engage with their loved ones. This campaign directed them to a dedicated webpage offering guides, tests, podcasts, and stories, equipping them to have those challenging conversations more comfortably.