A simple metaphor to give serious purpose to an oncology department

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To clearly position the Oncology department of Merck as the first line defence against rare bowel cancers, we used the metaphor of a city in danger to represent the threat on a patient’s way of life. A park area was used to represent the colon, while a fire symbolised the risk posed by the tumour. Thanks to the effective response of treatment, seen as the emergency services racing towards the scene, the threat of bowel cancer is well and truly under control.