My team and I were tasked to develop an innovative and engaging strategy to connect with our target audiences and effectively communicate the key messages and scientific narrative of DDR (DNA Damage Repair). Drawing inspiration from the concept of "microenvironment" often discussed in oncology, we decided to create distinct worlds that capture the uniqueness of each form of cancer impacted by DDR. These worlds are seamlessly tied together, establishing Astrazeneca as a leader in the field. Each island within these worlds offers highly personalized and creatively consistent content, incorporating category cues to attract attendees and foster a deeper understanding of DDR across various touchpoints, including congress activities and other personal and non-personal interactions.
