PROJECT/CAMPAIGN: Cancer Center Campaign

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SITUATION: The Lewis and Faye Manderson Cancer Center, owned by DCH Regional Health System, is the region’s cancer center. It is a beautiful facility, with the latest cancer-fighting technology, and very well-respected physicians and staff.  The center is a certified member of the MD Anderson Cancer Network. The Center wanted a new, fresher campaign, and we were tasked with its creation. The previous campaign had been running for about five years, and was primarily focused on the new, state-of-the-art facility and technology.

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SOLUTION: My team and I decided we really needed more emotion. Cancer is a very fearful and emotional disease, and we wanted to communicate that we understood that. This campaign emphasized that the physicians and staff of the Manderson Cancer Center knew what they were fighting for every day – themselves, but also their family and friends, and for others with the disease. The multimedia approach, using traditional, digital and social mediums rendered an extremely large number of impressions and a very high notation – which enhanced their brand image.