“When it comes to advertising campaigns for cancer institutes, it’s important to strike the right balance between hope and realism. The images need to be both inspirational and informative, showing viewers that there is reason to hope while still acknowledging the gravity of the situation,” states D.C.-based photographer Eli Meir Kaplan.
Kaplan’s campaign for the WellSpan Cancer Institute, which is currently running in print and online, features a series of photos that document various aspects of the cancer journey. “Perhaps my favorite photo is the one that shows a young girl hugging her mother in what looks like an infusion center. The photo is poignant but not sentimental, conveying the love and support that families provide during treatment,” adds Kaplan.
“My goal was to give viewers a realistic but hopeful look at what treatment at WellSpan might be like,” states Kaplan.
Eli Meir Kaplan, a Capitol Communicator sponsor, is a commercial photographer and director in Washington, D.C., who has photographed campaigns for clients such as Children’s National Health System, Capital One, BlueCross BlueShield, Bank of America, Novartis, and Frigidaire.