Listen Close

“ We don’t often think about breathing, until we do. ”

  • Client: Merck
Awareness Campaign Pharma

Deep
breath.

We had the privilege of creating another meaningful public service announcement with our longtime collaborators at CloudRaker, this time for Merck’s latest lung cancer awareness campaign. The concept was grounded in a powerful insight: we rarely think about breathing — until it becomes difficult. With that in mind, “Listen Close” was designed to remind people not to take something as simple and vital as breathing for granted. The spot serves as both a reflection on the fragility of life and a call to action — urging individuals to be proactive about their health by screening and testing for lung cancer when symptoms arise.

The campaign, developed in partnership with CloudRaker (strategy) and Manic Pixie (creative), is part of a national, always-on awareness platform that encourages those at risk to take the Lung Check assessment — a quick and accessible first step toward early detection.

We produced a 90-second long-form piece to serve as the campaign’s emotional anchor, supported by 30-second and 15-second cutdowns for paid media, delivered in both English and French. The goal was to create a campaign that not only informs, but also connects — inspiring action through empathy, honesty, and urgency.

MERCK "Listen Close"

Your Lungs Tell A Story.

Lung cancer remains the most commonly diagnosed cancer in Canada and is responsible for nearly a quarter of all cancer-related deaths — making it the country’s deadliest form of cancer. In 2024 alone, it’s estimated that more than 32,000 Canadians were diagnosed with this life-altering disease. With 1 in 14 Canadians at risk of developing lung or bronchus cancer in their lifetime, the urgency to act has never been greater. These aren’t just statistics — they represent lives, families, and futures that could be changed through early detection and timely intervention. Now more than ever, there’s a critical need to raise awareness, encourage proactive screening, and shift the conversation around lung health.

Multiple
Touchpoints

Rolled out nationally as a fully integrated 360° campaign, “Listen Close” combined emotionally resonant long-form storytelling with traditional out-of-home (OOH) media to reach audiences across multiple touchpoints. Every element of the campaign was designed to guide people toward a single, powerful call to action: take the first step toward lung cancer screening by completing an online risk assessment. By pairing intimate, human-centered narratives with high-impact visibility in public spaces, “Listen Close” created both awareness and urgency — encouraging those at risk to pause, reflect, and take control of their lung health.

IN THE NEWS.

“Merck Canada urges Canadians to take action for their lung health with new “Listen Close” campaign”

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