When hope is demonstrated through a digital experience

We truly believe that patients are at the centre of everything we do

We distilled the core essence of the Olivia Newton-John Cancer Wellness and Research Centre down and transformed it into a tangible, digital experience that audiences could experience & feel.

Strategic Thought: Hope is demonstrated - not communicated

We synthesised the learnings from workshops run with the centre to developed three ‘creative principles’. These principles guided us on how we could demonstrate hope through a digital experience.

It was important to immerse the audience in the hope experience. This was done both digitally and physically. The goal was for visitors to feel hopeful about their journey with Olivia Newton-John Cancer Wellness and Research Centre.

Authenticity is key. Be real! Personal authentic stories are a powerful way to share messages with the audience.

Always look for an opportunity to narrow the gap between Research and Care. This means creating and communicating a holistic understanding & approach to treatment.

It's more than just a web page, it's a journey

Each page invites the audience into a journey that spans both the emotional and the pragmatic. The movement from emotional to pragmatic should communicate hope through truth. The recipe of the emotional and pragmatic element is an adjustable page structure that matches the purpose of the user’s journey.

Collaboration at the centre of the process

We started the journey with a series of workshops engaging a broad range of disciplines working at the Centre, ranging from Medical Directors and Oncologists right through to Marketing and Content Specialists. Together with Websilk’s strategic team and UX designers, we identified a range of insights: The energy behind the organisation, the blockers and ideas to overcome this.

It was important to tie everything back to the core essence of the website of giving hope to patients and their families, and to ensure we did this we conducted in person interviews with patients and their families. This helped us to understand their real emotional state when interacting with the digital experience.