How to inspire hope without promising

Varian, the world’s premier company in cancer radiation therapy treatment equipment, runs print ads occasionally, usually as bonus opportunities arise in appropriate magazines. So they asked Manifeste (we’ve worked with them since 2007) to develop print ads they could use when opportunity came knocking.

Writing for Varian is tricky. Their machines are very effective with lots of proven results, but cancer is a stubborn beast; hard to beat. Because of the FDA’s very good policing of advertising claims on this whole category of health care products (good for them by the way), our task is to give hope, say what is true, and don’t even imply what might not be true. It’s a fine line. But thanks to more than a decade of practice, we achieved it here.

ClientVarian Medical SystemsServicesArt Direction, Strategy, Copywriting