CLIENT: ASTRAZENECA
MISSION: REVAMP A SITE TO BE MORE WELCOMING AND USEFUL
Pink ribbons. Pink 10K t-shirts. Pink basketball shoes. Pink is the color associated with breast cancer awareness, but what’s beyond pink? What good does pink do for a woman diagnosed with untreatable metastatic breast cancer? AstraZeneca sought to offer an honest, practical resource for these women, and created a website called Beyond Pink. What ended up online was a laudable gesture, but it needed improvement. The site lacked clear navigation and a logical structure. Much of the information was locked in pdf documents, and overly technical. In general, the site needed a rethink in terms of navigability, readability, and overall tone. What followed was a months-long process of reorganizing and rewriting every page of the site, often breaking long, intimidating pages into digestible blurbs and lists. Visit the finished product at LifeBeyondPink.com.
PLATFORM: Website. AGENCY: Ketchum.
