Money = Time
- Moncrief Cancer Institue
Report to the Community ~ Photoshoot ~ Website
Transforming patient voices into a powerful community call to action.
At the center of this project was a newspaper-style publication designed to land directly in the hands of the community. The piece needed to balance two goals: deeply honoring patient stories while also communicating Moncrief’s vital mission of prevention, screening, and donor support. The design approach leaned into a tactile, authentic look — something approachable and familiar, like a community paper, but elevated with careful typography, photography, and layout. Each spread was structured to guide readers seamlessly from powerful personal narratives to educational messaging and calls to action, ensuring the emotional weight was matched with opportunities to make a difference.
The photography and storytelling were the heartbeat of this project. We conducted interviews and photoshoots with Moncrief patients — some still courageously fighting cancer, others celebrating survival. These sessions were unforgettable: we laughed, danced, cried, and built genuine connections. The portraits carried raw honesty, pairing joy and resilience with the gravity of their experiences. Alongside each image, their voices came alive in written stories — testimonials that not only honored their journeys but also created a bridge of empathy for readers. These narratives invited the community to see cancer not as an abstract challenge, but as something deeply human, affecting neighbors, friends, and loved ones.
To extend the experience beyond the printed page, we created a digital companion site that echoed the design sensibility of the newspaper. The site’s interface borrowed textures, layouts, and headline treatments reminiscent of print, giving visitors the same sense of holding something crafted and intentional. More than a mirror, it became a hub where the campaign could live and grow — offering space for additional stories, ways to donate, and resources for screenings. Every visual and interactive detail was built around the concept of “Money = Time” — a striking play on words that underscored the truth that contributions could translate into more time for patients and more chances for prevention.
