Roche: Launching Cambodia's National Cancer Control Plan

Cambodia's National Cancer Control Plan 2025 to 2030 was a landmark public health commitment, but a policy document alone does not reach patients, families or the officials who must implement it. The announcement needed a piece of communication that carried the plan's importance to key public stakeholders and the general public at once.

The timeline was days, not weeks, and the content had to satisfy three partners, Roche, Calmette Hospital and the Ministry of Health, and the protocol required for endorsement at the highest level of government.

Ruder Finn Era led creative direction and stakeholder coordination across all three partners, aligning them around a single launch video that explained the plan in human terms.

In four days the team took the film from storyboard through on-site filming and motion graphics, while managing alignment with government protocol at every step so the final product met the standards required for endorsement by Prime Minister Hun Manet.

Shared from the Prime Minister's own channels and amplified across social media, the video turned a policy announcement into a moment of national awareness.