social impact
“See Me, Not My Cancer” Campaign

About the Project


“See Me, Not My Cancer” is a bold, heart-forward campaign created to shift the focus from illness to identity. Told through the eyes of individuals living with and beyond cancer, the campaign centers on connection, presence, and the fundamental human need to be treated like everyone else. People don’t want pity — they want to feel seen, not observed.

The visual direction follows a minimalist, modern approach. The “Moments That Still Happen” series captures everyday life scenes that continue even through treatment: laughing with friends during chemo, siblings walking together after surgery, grocery shopping with confidence, quiet morning rituals, and the small reminders that fill a life. Each moment reflects quiet strength, normality, and humanity.

This campaign highlights one truth: cancer may be part of someone’s story, but it is never the whole story.


Credits


Date: 2025

Creative Director: Elen Gasparyan

Graphic Designer: Seda Harutyunyan

Project Manager: Tatev Hakobyan


A cancer diagnosis may enter someone’s world, but it doesn’t become their whole world. People want others to notice the life they’re still living — the plans, the goals, the responsibilities, the moments of joy — not just the illness.

There comes a moment in every cancer journey when the strongest wish is simple: to be spoken to the same way as before. Not softly, not carefully — just normally.

Even in treatment rooms, people still crave the same laughter, the same easy conversations, the same sense of belonging.

Cancer changes routines, but it doesn’t erase identity. Many people hold onto the small expressions of who they are — their style, their confidence, their rhythm — as a way of staying connected to their true selves.


Living with cancer often means holding onto the routines that make you feel like yourself.


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