Breathing Life Into Patient Stories – "I'll Be There"

As an illustrator and designer who specialises in working with clients in the pharmaceutical and healthcare industry, which usually tend to be heavily regulated and more conservative, the opportunity that a client allowed free rein in exploring abstract illustrative concepts is an exceptional treat for me.

The Inspiration

The "I'll Be There" campaign by Astra Zeneca Singapore was born from a simple question: What if we could add five more years to our patients' lives? This initiative aimed to highlight the benefits of their innovative treatment for ovarian cancer patients.

Bringing Patient Journeys to Life

Drawing from real patient experiences, our goal was to vividly portray their paths to healing and the hopeful futures they envision.

Illustrating Hope

Through visual storytelling, we captured patients and their loved ones in everyday settings, revealing the profound beauty of these cherished moments.

Drawing from the Heart

As an artist, this project deeply impacted me. Immersing myself in the emotions and experiences of patients allowed me to channel their stories through my illustrations, enriching their narratives.

From Concept to Creation

Initially comprising 5 illustrations, the campaign expanded to 12 due to its overwhelming reception. These illustrations became central in marketing materials distributed to healthcare professionals and caregivers.

Forging Emotional Connections

The "I'll Be There" campaign resonated strongly with healthcare professionals, who appreciated its emotive visuals and renewed focus on patient care and support.

— Article written by Keith Wong