We Inspired A Culture of Care

Recognition

The Challenge

Talking heads and testimonials. When it comes to health care advertising, it all looks the same. That’s why, for the Karmanos Cancer Institute, we needed to tell a new story … a story not just of survival but of hope and optimism.

Our Approach

Through research, we unearthed an insight that became a rallying cry: A cancer diagnosis could be the beginning — the beginning of a new life full of purpose and connection, energy and vibrancy and not taking one moment for granted. Out of that came creative that paid off our tagline of “Your best chance” in an emotional and compelling way.

The outcome

A culture-redefining moment for our client that presented the passion behind their purpose in a tone that resonated with patients, families, doctors, caregivers and the greater community. The impact of this integrated campaign exceeded every behavioral awareness benchmark and was recognized with major health care marketing awards. Most importantly, it generated incredible feedback from patients and their families who repeatedly said it inspired and motivated them in their cancer journeys.

9Major Industry Awards

Exceeded All Awareness KPIS