Moffitt cancer center
COPYWRITING, CREATIVE DIRECTING, VIDEO INTERVIEWING
Despite being ranked among the top 20 cancer facilities in the U.S., Moffitt was losing market share to local, less capable cancer hospitals. They needed to overcome a perception that Moffitt was clinical, a place for only the most extreme cases. We changed perception by focusing on a powerful human quality that's abundant in everyone connected to Moffitt: Courage. Our integrated campaign took the emotionally higher ground to change hearts and minds when presented with the decision for cancer care.
NOTEWORTHY AWARDS
GOLD CLIO for HEALTHCARE INTEGRATED CAMPAIGN
SILVER TELLY FOR NON-BROADCAST
VIDEO
COMMUNITY OF COURAGE MICROSITE
The Community of Courage was created as an online source of inspiration for patients and caregivers. We populated it with dozens of powerful video and photo stories celebrating the strength of Moffitt faculty and those they care for. Here, people could share their own journey, get information and find solace.
COMMUNITY OF COURAGE VIDEOS
More at MoffittCourage.org
WITHIN 6 MONTHS OF CAMPAIGN LAUNCH
81% increase in new patient online registration
12% increase in new patient calls
18.6% increase in self-referrals
15% increase in volume growth
Agency // BVK
CCO // Gary Mueller
CD, Art // Michael Vojvodich
CD, Writer // Mike Holicek
ACD / Writer // Sam Smith
Art Director // Nick Heiser
Producers // Jessica Farrell, Terri Burmester
Account Team // Joel English, Peggy Kiefer, Meghan Massey, Mickey Wildt
Director // Robb Fischer
Video, Photo // Quinn Hester
Developer // Quinn Johns