Healthcare · Advocacy
ABC Global Alliance × Working with Cancer
Giving advanced breast cancer patients a voice at work.
A platform that gave women with advanced breast cancer a voice in a conversation that had been ignoring them: how they’re treated at work.
The business problem
A misunderstood diagnosis, an under-discussed reality
Advanced Breast Cancer (ABC) is widely misunderstood. ABC Global Alliance needed to raise global awareness of one specific, under-discussed reality: how people living with ABC are treated in the workplace.
They needed a platform that could carry real patient voices into a campaign with enough weight to push for workplace flexibility and legislative change.
The user problem
Written off the moment they walked back in
In their words
Treated as temporary. Sidelined. Silenced.
Women returning to work during or after treatment were being treated as temporary workers. Written off. Sidelined because someone decided they wouldn’t be around long.
They had no dedicated space to tell that story in their own words, and no way to be heard collectively rather than as isolated cases.
The approach
A living wall, not a list of case studies
The project began with research alongside medical consultants, project managers, and creative teams. We ran interviews with ABC patients, and one need came through clearly: a dedicated space to share their experiences, especially around work.
So we built the Wall of Stories. A dynamic grid of video, image, and written testimonial. Not a list of case studies, a living wall where each woman’s story sat next to the next, building into something collective and impossible to ignore.
The visual system
Creative freedom, used with intent
The visual treatment carried real elements connected to each person, so the wall felt human rather than clinical. Because the work was pro-bono, we had unusual creative freedom, and we used it.
We pushed the visuals harder than a regulated commercial brief would ever allow, bringing in colour, texture, and elements drawn from the real lives of the women involved.
The hard part
Built solo, on borrowed time, with real lives at stake
Behind the build
No dev team. A fixed deadline. My own hours.
I built this one alone. No development resource, a fixed deadline, and the rule that it could only be done in my own time. So I built it flat out in Webflow myself, end to end, to get it live.
I spoke with women who, in some cases, are no longer with us. Hearing their stories directly, knowing what they were dealing with as they told them, shaped every design decision on the project.
The project also carried a cease and desist. Which, when you’re advocating for people who’ve been ignored, is usually a sign you’re onto something that matters.
The outcomes
Launched at the ABC6 conference
The Wall of Stories proved what storytelling can do in advocacy. It gave patients a space to share their truths, helped people understand a reality they’d never seen, and pushed forward the conversation about how workplaces treat those living with ABC.
“This was not an exercise in prettifying a page. It was about making sure those voices landed.”
73.6%
Increase in monthly visitors
80%
Rise in sign-ups
90%
Stories featured at launch
- Client
- ABC Global Alliance
- Partner
- Working with Cancer
- My role
- Experience design lead; Site development and build
- Collaboration with
- Medical consultants; Project manager; Graphic designer; Art Director; Creative Copywriter; Videographer
- Engagement
- Pro bono
- Launch
- ABC6 Conference
