Case Study:

Cancer Wellness magazine

Background Information

  • Cancer Wellness, a print and online publication based in Chicago, provided a unique mix of health, wellness, beauty, entertainment, and medical essentials for the New Cancer Community of warriors, thrivers, and supporters.

  • As the first hire for Cancer Wellness, I conceptualized the editorial direction and managed the production and day-to-day operations of the publication from launch through the first 12 issues.

Content Strategy

The “Vanity Fair” of Cancer

What initially began as a physician-focused publication transformed into an upscale lifestyle publication dedicated to the stories, innovations, and medical advancements of a growing community — younger people affected by and thriving with cancer. The Cancer Wellness content strategy homed in on producing content rooted in hope and possibility with a healthy dose of reality.

Editing

What I Did

I approached line, structural, and copy editing with a “people-first approach.” Stories were edited for grammatical and structural clarity while maintaining an open, approachable, and informative voice. As an editor, I hired a team of in-house and freelance writers to support our 100+ page publication as well as provide online columns for our website.

  • Issue 4 cover story

  • Going Flat photo essay

  • "A Style of Mind" feature story

  • Super Clean Solutions beauty column

  • "Breaking a Sweat" feature story

  • Monthly recipes

Writing

What I Did

In addition to my editing and management work, I also regularly crafted original stories for the magazine, including feature reporting, as-told-to interviews, and cover stories. It was important for me to be involved in the storytelling for the publication as we developed the small, upstart brand.

  • Clara Pablo cover story

  • The Fighter: Brooke Long

  • "Face Forward" feature

  • Issue 5 cover story

  • The Supporter: Danielle Mitchell

  • Acupuncture and cancer feature

  • "Buying Better Time" feature

  • "Lori Allen" feature story

The New Cancer Community

In 2020, I launched “The New Cancer Community,” a social media campaign redefining what it means to be a cancer warrior, thriver, and supporter for the new decade. This campaign disrupted the “death sentence” narrative about cancer. Cancer numbers have risen in younger populations, making this campaign a first-of-its-kind approach to connecting with the warriors, thrivers, and supporters of the community who are often ignored in “mainstream” channels. 

Photographer
Petya Shalamanova

Year
2020-2021

Partnerships

What I Did

Establishing event and editorial partnerships helped Cancer Wellness as a brand. From our editorial advisory board of leading cancer professionals to our product donations from brands like Nike, Tommy Hilfiger, and Target, our partnerships helped Cancer Wellness thrive beyond its Midwest origins.

  • Adapt Your Style photo shoot

  • Adapt Your Style photo shoot

  • Adapt Your Style photo shoot

  • Adapt Your Style photo shoot

Videos

What I Did

As the editorial director of Cancer Wellness, I worked with our creative director and in-house photographer/videographer to conceptualize, script, and film original content for the brand’s website and social media platforms. With video increasingly becoming a form of communication online, we jumped at the chance to bring the stories of the New Cancer Community to audiences around the globe through the video medium.

Ana Ono Intimates fashion show for New York Fashion Week

Thrivers from the New Cancer Community

Issue 4 cover model Clara Pablo

A day in the life, with Brooke