Founded in 1898, Roswell Park Cancer Institute (RPCI) is the oldest dedicated comprehensive cancer center in the country. In 1974, the Buffalo, New York, facility was 1 of the first 3 institutions to be National Cancer Institute (NCI)-designated as a comprehensive cancer center. It is world-renowned and full of the brightest minds in medicine.
I was lucky enough to meet some of them. After interviewing 40+ Doctors, researchers, staff, and stakeholders it became very clear that the passion, integrity and dedication of Roswell Park is unparalleled.
We were assigned with developing an integrated campaign that reached the entire New York community of politicians, philanthropists and private investment groups--as Roswell Park's government funding was being (dangerously) cut.
Our answer was the award-winning campaign "Cancer Can't Win." A fully integrated campaign that crossed many audiences, many channels and went on to become an EMMY® winning television series in upstate New York.
Watch the original spot here.
PSA: While developing this campaign, I learned some very valuable lessons that I'd like to share. First, always get a second opinion on cancer diagnosis and treatment options. Second, never ever ever give up and always ask about alternative treatment options, with clinical trials.