To create a TV/digital spot that would continue to build the Moffitt Cancer Center brand of courage. The goal was to create a spot that was shareable and inspirational.
The team used their own courageous family experiences with cancer, drawing upon an experience where the child of a mom undergoing cancer treatment shaved his head in support of her. The real story was so powerful and moving, the team felt that if we could recreate the power and drama of that single act of love and compassion, it would move people in a way that was unforgettable.
The video was viewed on social more than 350,000 times in the first month it was launched and Moffitt’s market share went through the roof, increasing year over year by a whopping 15%.