Many lifesaving ideas, one powerful story

Date: September 10, 2019
Client: The American Society of Clinical Oncology (ASCO)

THE CHALLENGE

ASCO wanted a way to repurpose its research propositions, breakthroughs, and discoveries into a format that allows its readership—busy professionals—keep track of it all.

THE SOLUTION

Impact Science proposed to summarize data from multiple papers into concise summaries to be shared on landing pages and social media.

Impact Science’s team of science writers, illustrators, and graphic designers collaborated with ASCO’s editors to study the various papers, categorized them into broad topics of interest, and decoded the finer points.

These were then built into a powerful storyline, accompanied with infographics and animated videos.

THE IMPACT

The infographics and videos were well-received by readers, who found the concise summaries saved time and were easy to reference.

The videos and infographics generated interest online and helped improve ASCO’s digital footprint.

BACKGROUND

There were 17 million new cases of cancer worldwide in 2018. It is now estimated that by 2040, there will be 27.5 million new cases of cancer each year across the world. The lifetime probability of being diagnosed with cancer is 39.7% for men and 37.6% for women, which is a little more than 1 in 3, enough to keep oncology experts busy in finding cures and delving deep to seek preventive remedies.

ASCO is the world’s leading professional organization for physicians and oncology professionals, and a platform for keeping up to speed with the latest updates and conversations in the field.

Of course, hundreds of research propositions, breakthroughs, and discoveries translate to hundreds of papers. How do busy professionals keep track of them all? ASCO needed a solution that would enable easy packaging of vital papers for consumption on the go!

ASCO approached us with a one-word challenge: SYNTHESIZE!

We were tasked with finding creative solutions to distill complex data from multiple research studies and crystalize these significant volumes of research findings into easily digestible information for busy oncology practitioners to stay updated.

Our keen content experts at Impact Science proposed to summarize comprehensible data from multiple papers into concise, self-explanatory summaries in creative formats, to be shared on multiple platforms, including landing pages and social media, with an expansive audience.

STRATEGY & APPROACH

Impact Science has a team of science writers, illustrators, and graphic designers who, in consultation with ASCO’s editors, delved deep into the nuances of the subject and studied various relevant papers. They then categorized these into broad topics of interest and decoded the finer points. These were then built into a power-packed storyline, held together with attractive graphics and captions to create visually striking, easy-to-follow infographics and animated videos.

How does new technology lead to better cancer care? This single infographic summarizes 10 research papers on the subject.

Analyzing kidney cancer and care from over 15 research articles in this easy-to-navigate summary infographic.

60 pages of a voluminous annual report distilled into a short 3-minute video for ASCO’s various stakeholders including policymakers, media, and the general public.

CONCLUSION

These infographics and videos were shared on multiple platforms with various stakeholders. The busy practitioners appreciated the time-saving concise summaries, and oncology experts already doing more research in the field welcomed the easy referencing to otherwise voluminous papers. What’s more, these videos and infographics also generated interest online, which helped improve ASCO’s digital footprint.

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