Roche is a global pioneer in pharmaceuticals and diagnostics focused on advancing science to improve people’s lives. By developing breakthrough medicines and health services Roche aims to improve the standard of care for patients across oncology, immunology, infectious diseases, ophthalmology and neuroscience. Furthermore, Roche is also the market leader for in vitro diagnostics and tissue-based cancer diagnostics, and a frontrunner in diabetes management. The combined strengths of our pharmaceutical and diagnostics divisions have made Roche the leader in personalised healthcare – a strategy that aims to fit the right treatment to each patient in the best way possible.

Project Information


  • Jesus Azogue | Senior Creative Director
  • Elena Nicolescu | Account manager
  • Marsela Ivanova | Account executive
  • Gaëlle Delattre | Offline Production Manager
  • Daniel Bartual | Social content manager


Creative approach

As part of the creative approach we put together striking images together with powerful words to develop hero visuals that generate responses and engagement on social media. #AdvancingCare places the human aspect at the core of the campaign to demonstrate what Roche is doing now to transform the lives of patients.

Social media support

The #AdvancingCare campaign is active on 4 social media channels, including Facebook, Twitter, Instagram, LinkedIn. The campaign is also multi-lingual – we communicate in English, French and Dutch in order to reach our target audience in an effective way. We created social media covers as well as different types of engaging and creative static and animated assets, such as short videos or GIFs. These visuals are in line with the branding and creative approach and create a red thread on all the active channels for the established campaign.



During Lung Cancer Awareness month in November, we also launched another social media campaign – called #ExtraMoments. The main objectives of the campaign include raising awareness of lung cancer with the general public in Belgium, emphasizing the growth in treatment options and scientific innovations which are bringing hope to those affected and promoting healthy lifestyles to minimise the risk of developing this devastating disease.


Emotive video

Storytelling is a key factor in generating engagement with the audience. By creating an emotional video for #ExtraMoments we aimed to raise awareness about lung cancer and the devastating impact it can have on the community. There are moments which may seem insignificant but are part of our lives. Easy to ignore or forget…Until we feel we might lose them. Early detection of diseases, such as lung cancer, may help to bring them back. The video highlights those special moments, that we might not appreciate enough until we realize we are about to lose them. Through creating online engagement we put forward patients at the center with the aim to empower them as those who are enjoying those extra moments to the fullest.

Interview videos

In addition to the emotive video we also conducted interviews with HCPs and patients who were invited to shed light on the new advances in the disease area and share their personal stories of dealing with lung cancer.

Landing page

The #ExtraMoments landing page serves as a digital hub to store all the interview videos and additional information and facts about the disease.