CLIENT
MD ANDERSON

PROJECT
MAKING CANCER HISTORY

CATEGORY
HEALTH

SERVICE
CREATIVE DEVELOPMENT, STRATEGIC CONSULTING,
CONTENT PRODUCTION
 
 

No. 01

The Opportunity

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The MD Anderson Cancer Center at the University of Texas is unparalleled in its passion, innovation and contribution to cancer research and treatment. In order to drive greater awareness of their work, MD Anderson asked us to create a communications campaign that would convey the human stories and struggles driving them.

 
 

No.2

The Approach

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We decided to create a series of informative and poignant short films that would feature MD Anderson’s diverse community of doctors, researchers, staff, patients and families. We immersed ourselves in that community, learning what makes their cancer center laudable and unique. We then sought to capture MD Anderson’s care, compassion and patient-centered approach to cancer research, prevention and treatment.

 
 
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No. 03

The Solution

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After several days of interviews and photography, we created the Confronting Cancer campaign, a series of broadcast spots, radio spots, and print ads in which cancer survivors directly address cancer offscreen. We also produced accessible, informative films featuring MD Anderson’s faculty, in which they explain the innovative work they’re doing to Make Cancer History. This initial campaign lead to an enduring a multi year partnership.

 
 
 
 
 
 
#GenENDIT
Campaign Identity
 
 
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