UofL Health Brown Cancer Center

Cancer Free

Integrated Marketing Campaign

Some stories are too important to leave untold.

Cancer changes everything. For thousands of people, though, it doesn’t get to write the ending.

Every day, the physicians, researchers, nurses, and care teams at UofL Health Brown Cancer Center help patients reclaim their lives. They celebrate milestones that once felt impossible and create moments that families never thought they’d have again.

Their stories deserved to be heard. The challenge was making sure more people heard it before they needed it.

SERVICES & CAPABILITIES

Brand Strategy
Campaign Strategy
Creative Direction
Art Direction
Copywriting
Print Design
Outdoor Advertising

The Challenge

Brown Cancer Center has earned a reputation for tackling the most complex cancer cases. As a leading University Medical Center, that reputation is well deserved, but it also created an unintended perception. Many people believed the center was where you turned only after every other option had been exhausted.

The real challenge was to get people with cancer to reach to Brown Cancer Center for a second opinion, so University Medical Center could expand their reach and impact of newest treatments.

We wondered...

What if hope entered the conversation sooner?

What if more people understood that exceptional cancer care begins long before a diagnosis becomes complicated? What if the right message encouraged patients to seek expert care earlier, seek second opinions, ask more questions, and advocate for themselves with confidence?

Changing perceptions had the potential to change outcomes.

Discovery

The answer wasn’t buried in research or hidden in the data. It was sitting across the table in conversations with survivors who had faced unimaginable uncertainty and found their way forward.

Their stories were about life after cancer. Getting back to work. Taking the vacation they’d been putting off. Gathering around the dinner table with family. Cheering from the sidelines. Celebrating ordinary moments that suddenly felt extraordinary.

Those stories carried a truth no statistic ever could. They reminded people that hope is real, recovery is possible, and life doesn’t have to stop with a diagnosis. That became the heart of the campaign.

Solution

We built an integrated campaign around a simple, hopeful message: Cancer Free.

Real survivors became the face of the campaign, sharing authentic stories of resilience, recovery, and life beyond cancer. Their experiences were paired with messaging that encouraged early detection, highlighted advanced treatment options, and reminded people that seeking expert care early can make all the difference.

The campaign extended across television, radio, outdoor, print, digital display, social media, YouTube, search, and personalized landing pages that invited audiences to explore each survivor’s journey in greater depth.

Every channel worked together with one purpose. Replace fear with hope. Replace uncertainty with confidence. Encourage more people to take the next step.

Impact

Powerful stories have a way of reaching people. This campaign reached millions.

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Traditional Media Impressions

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Digital Clicks

Tracked Conversions

At a cost well below industry benchmarks

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Increase in Referrals

Following the campaign

The numbers tell part of the story. The rest belongs to the people who found the care they needed because they saw themselves in someone else’s journey.

That’s the kind of work we’ll always be proud to create.

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Let's make something impossible to ignore.

Whether you’re launching a brand, rethinking your website, planning your next campaign, or simply wondering what comes next, we’d love to start the conversation.