Takeda

How do you bring comfort and clarity to those facing Stage 4 bowel cancer?

Takeda, in partnership with Bowel Cancer UK, identified a critical gap in support for people living with Stage 4 bowel cancer. Many face late diagnoses, poor prognoses, and limited treatment options, leaving them feeling disempowered and confused. While most patient organisations focus on early detection, those with advanced cancer often have nowhere to turn for tailored help.

Insights from 165 mCRC patients revealed unfortunate truths. 9 in 10 experienced financial strain, 73% felt alone, and nearly three-quarters felt unheard in their care. Our goal was simple yet vital — to help these individuals advocate for their needs by providing meaningful, timely, and accessible support.

We developed a set of characters representing the different emotional mindsets people may experience while living with their diagnosis. These characters, designed in an abstract and approachable way, help individuals connect with their feelings without the content becoming overwhelming or uncomfortably personal. They feature prominently on a bespoke microsite created to host tailored resources aligned to each mindset. The site’s design is intentionally warm and inviting, using texture and illustration to create a friendly atmosphere that avoids the clinical tone often found in medical resources. To amplify reach and engagement, we produced a film, leaflets and social assets to raise awareness, reassuring patients that the right support is available when they need it.