Website review: CelebrationChain.com

*An AstraZeneca-sponsored site about women who have faced breast cancer* *Overall rating ****** *Content*



An AstraZeneca-sponsored site about women who have faced breast cancer

Overall rating *****

Content

It is a feel-good respite-site that deals with emotional currency and is simply about making people with breast cancer visible. There is nothing high-science or informational about this site. It links you to a more substantial patient-support site, which unfortunately was mostly redundant/in development. But there is a highly addictive game in which you put together a cartoon-descriptor/montage about someone whom you treasure who has had breast cancer. It is a gimmick, really, but theres no surprise that it won a Webby award because, as an outreach activity with little or no product sell other than a brand logo, it is surprisingly engaging.

Collaboration

The links are highly controlled and designed to demonstrate AZs investment in cancer care and charitable contributions only.

Community

There isnt so much a community aspect to this site; its more a series of individuals linked by a common experience. The effect of humanizing patients with breast cancer is subtly achieved because, in helping someone comment positively about a patient, it helps the visitor realize that these are real people, not just data in a clinical trial. Highlighting the very personal attributes of a woman that make her irreplaceable within her personal community serves to elevate the overall sense of community.

Character

This is a site that is something to everyone. It is like your best friend, mother, and sister all rolled into one, which is exactly what it intends to be. It is EverywomanEverywoman with the wardrobe and perfect hairstyle that we are all seeking!

Commitment

This site encourages commitment rather than demands it. It is persuasive without being overbearing.

The attention to detail and customization is gorgeous! It is compelling and galvanizes the user/participant. The redundant links are frustrating and activities are limited to US audiences, and the sites bashfulness about products from the sponsor is irritating. I tried really hard to dislike this siteand failed! In theory, I shouldnt like the idea of creating a doll (after all, I am in my 30s and not at pre-school) but the emotion behind every individuals decision to create a doll for a loved one and then share it with the community is magnetic. I commend AZ for creating the site with no evident ROI, although in terms of making it clear they are on the patients side to help get them through breast cancer, it is money very well spent.