Project Overview
The Radiation Oncology Targeting Cancer Campaign is an initiative of the Faculty of Radiation Oncology of the Royal Australian and New Zealand College of Radiologists (RANZCR*).
It’s purpose is to raise awareness and educate the wider community on possible treatment options through radiation oncology; what to expect along the way, benefits and side effects, and how to talk to your doctor about your options or find local, available services.
*The Faculty of Radiation Oncology, RANZCR, is the peak bi-national body advancing patient care and the specialty of radiation oncology through setting of quality standards, producing excellent radiation oncology specialists, and driving research, innovation and collaboration in the treatment of cancers.
Project Commissioner
Project Creator
Team
RANZCR - Craig Horton - IT Manager
RANZCR - Legend Lee - Senior Projects Officer
RANZCR - Bertha Harvey - Senior Communications Administrator
RANZCR - Sandra Turner - Chief Censor Radiation Oncology
Butterfly - Beth Evans - Digital Producer
Butterfly - Sophie Anderton - Senior Designer
Butterfly - Draco Chan - Developer
Butterfly - Sean Shi - Senior Developer
Butterfly - Aaron Cameron - Tester & Quality Assurance
Project Brief
With a more modern and contemporary look and feel in mind, RANZCR approached Butterfly to redesign their Targeting Cancer website.
As the Targeting Cancer Campaign is intended as an educational resource tool, designed with both community and health professionals in mind, their main goal was to help humanise the website, ideally making it more user centric and visually aligned to the campaign values.
Project Need
1 in 2 cancer patients would benefit from radiation therapy at some time during their cancer experience. However, less than 1 in 3 patients in Australia and New Zealand will actually receive radiation therapy.
Improving our community’s knowledge of treatment possibilities through radiation oncology, and helping patients fully realise the options available to them, was the key requirement for the refreshed design.
The campaign aims to increase awareness of radiation therapy as an effective, safe and sophisticated treatment for cancer. It is designed to reach people with cancer and their families and loved ones (sometimes overlooked) to improve their knowledge by easy access to information around treatment.
The campaign also strives to educate health professionals about radiation therapy, in particular, general practitioners. As a valuable resource of information, the website needed to convey its educational value more succinctly and in a way that was simple to navigate and source relevant content.
User Experience
The content is both serious and informative in nature, however the tone of the campaign is around hope and resilience. A high level of sensitivity and thoughtfulness towards users was of the utmost importance, and Butterfly attended to this by incorporating a strong, bright colour scheme balanced with clean photography.
This fresh design makes for a more visually engaging website, subtly expressing positivity and optimism through colour, whilst maintaining a sense of compassion and empathy through relatable imagery.
It was important that the visuals for the site were also educational in their own right, maintaining relevance to the content they were supporting and reflecting real life. Visually exploring the written content of the site, the imagery touches on themes like family, health, technology, compassion and professionalism.
The website also provides important functions that truly help individuals connect and find help. An example of this is the Treatment Centres locator, which uses a map application - just one of several improvements that have led to the rise in website visitor numbers. It is easy to find and easy to use, making it a great resource for the community.
Project Marketing
Through working side-by-side with an SEO company and implementing the new design, RANZCR has seen significant improvements to the websites visitation levels. In March 2016 the website received 3,003 visits, an increase of 47% compared to February 2016. This is also up by 121% compared to the same time last year!
The website visibility in search engine rankings has also increased. The website ranks for 54.55% of all bench-marked terms (compared to 4.53% at the start of the campaign) and on the first page (i.e.: top 10 search listings) for 10.1% of all terms, an increase of 11.11% compared to February 2016.
RANZCR are proud of the new look website. It has helped them put their best digital foot forward, providing their users with a website that is warm and welcoming.
Digital - EdTech
EdTech focuses on how education is changing through technology, changing the way we learn and process knowledge. What will stand out here is those that enhance the learning experience and make a lasting impression.
More Details