Silhouette of a person walking across sand dunes, leaving a trail of footprints, with a dramatic shadow

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.

Magazine ad spread for Karmanos Cancer Institute featuring a woman laughing with children playing in autumn leaves

Billboard for Karmanos Cancer Institute reading "Life-altering. Not defining. Your best chance." featuring a woman looking to the side, mounted on a brick building rooftop

Billboard for Karmanos Cancer Institute reading "To Triumphs Of Every Kind," featuring a woman embracing a child, mounted on a brick building rooftop

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