Not Just a Number: Illustrating the Universal Reach of Cancer

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Client
World Health Organisation
Themes
  • Collaboration for Social Change
  • Health Care
  • Health Equity
  • Social Justice
Services
  • Social Media Strategy & Development
  • Creative Direction & Design
  • Illustrative Design
  • Copywriting & Editing
  • Brand Identity Design
  • Editorial Design
  • Motion Design

The Challenge

To support the launch of the World Health Organization’s Global Status Report on Cancer 2026, we needed to communicate complex global evidence in a way that felt personal, accessible, and hopeful.

The challenge was to show the people and everyday lives behind the numbers, while reinforcing an important message: better access to prevention, care, and treatment can change outcomes.

The Solution

We created a visual campaign that placed cancer within the familiar rhythms of everyday life. Working with illustrator Jessica Antúnez, we paired warm, richly observed scenes with striking report data, allowing each statistic to interrupt a moment that could belong to any of us.

The Results

650+

Reposts on a single post

322K+

Reach on Instagram in one week

9.4K+

Engagements on WHO profiles in one week

Our Journey with WHO

We developed the campaign’s visual identity and social assets that WHO regions and partners could adapt for audiences around the world.

Jessica’s illustration style was central to the concept because her scenes make global statistics feel intimate and recognisable without defining people by illness.

The campaign went on to appear across WHO’s global social channels and wider communications, with the social media lead telling us: “Future By Design has nailed it in terms of the assets. Excellent. Truly happy with their work.”

A Word From Our Creative Lead

“When I was creating the illustrations, I kept thinking about the people I’ve known or encountered who have been affected by cancer. It was important to show people in their everyday lives because cancer doesn’t define who someone is. You never know what the person next to you might be going through, and I hope the campaign helps people feel more aware, connected and supported.”

— Jessica Antúnez

Project Credits

Creative Direction & Design

Future By Design with Jessica Antúnez and Momchil Hristov

Social Media Strategy & Development

Future By Design with Jessica Antúnez

Illustrative Design

Jessica Antúnez

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