When Dr.PAWPAW partnered with Teenage Cancer Trust, packaging became a platform for real stories.
Real Stories
The campaign placed three voices at its centre - Gaby, Ines and Keeslee, each sharing a personal perspective on resilience, identity and finding confidence after cancer.
Stories became part of the product itself with each one featured on the packaging.
Transforming packaging into a personal touchpoint, the campaign invited customers to connect with the people behind the product turning an everyday beauty item into a reminder of resilience, confidence and hope.
Gaby embraced the scars left behind by treatment, turning visible reminders of her journey into symbols of strength. Ines explored rebuilding confidence after chemotherapy and reconnecting with her body with kindness. Keeslee shared his treatment journey on TikTok, finding strength through openness and community.
Together, their stories celebrated who they are beyond their diagnosis.
YVMV Studios brought the campaign to life through creative direction, photography and storytelling, creating visual assets that celebrated the individuality of three young people navigating life beyond cancer. From packaging design and photography to the wider campaign assets, was shaped around one purpose: giving real stories the space to be seen and remembered.
With a donation from every Glimmer Glaze Lip Oil Pack supporting Teenage Cancer Trust, the partnership brought together creativity, cause and community to create impact beyond the product.
More than just a product
