Choosing Courage

Moffitt Cancer Center

TV + Radio + Print + Social Media + Microsite

The Challenge

Despite being ranked among the top 20 cancer facilities in the US, Moffitt was losing market share to local, less capable cancer hospitals. People were widely aware of Moffitt, but felt it was too specialized for more common cancers.

The Insight

Moffitt needed to overcome the prevailing perceptions that it was coldly clinical, lacked humanity, and a last resort for only the most extreme cases. BVK saw an opportunity to use an emotional appeal supported by factual proof to create connection and differentiation. Our goal was to help consumers get to know the total Moffitt experience.

The Solution

Getting beyond the medical breakthroughs, the science and the skilled doctors, we chose to celebrate a powerful human quality: Courage. We tapped into the core human truth that when faced with a crisis like cancer, people want to find the strength to fight for themselves.

By taking the emotionally higher ground when presented with the decision for cancer care, our integrated campaign extended the power of courage using broadcast TV, social media, print, outdoor, radio, direct response, paid search, digital display, and a powerful microsite hosting dozens of videos and photo stories.