Baylor Scott & White Health asked us to create a cancer awareness campaign to launch during one of the most competitive months of the year: Breast Cancer Awareness month. So it needed to be bold enough to cut through all other competitive messaging at that time.
Approach
When most other cancer advertising focuses on why patients hate cancer, this campaign touted all the reasons cancer hates Baylor Scott & White Health. We thought who better to be the face and voice of Cancer Hates Us than the warriors battling cancer every day: the patients, doctors, nurses and scientists.
Results
The reaction from both patients and doctors all over Texas has been very positive, all agreed the bold tone and imagery have given Baylor Scott & White Health an edge over the competition.
