Dana-Farber Cancer Institute launches new national advertising campaign
Dana-Farber Cancer Institute is launching a new campaign themed “What We Do Here Changes Lives Everywhere” to introduce more people around the country to the Institute and its work. Advertising will begin running today through the first week of December, and then again in early 2020.
The objective of the campaign is to raise awareness of Dana-Farber’s contributions to our understanding of cancer by showcasing the international impact of specific discoveries and innovations.
The campaign features Gordon Freeman, PhD, a scientist at Dana-Farber who discovered the PD-L1 pathway, a foundation of modern cancer immunotherapy, and three Dana-Farber patients who benefited from drugs based upon his work. Additional print advertising also showcases the Clinical Pathways program that provides treatment protocols and guidance for practicing oncologists based upon the latest scientific insights.
“The mission of Dana-Farber is to relieve the burden of cancer, and the fruits of our scientists’ and physicians’ work are made widely available. What we do here really does change lives everywhere,” said Chief Communications Officer Steven Singer.
The campaign launches with TV, print, radio, social media and digital placements and will run nationally, as well as in several markets outside of New England.
Additional information about Freeman and Dana-Farber’s work and the patients who have benefited from it is available at dana-farber.org/everywhere/.
Dana-Farber worked with IPNY in New York on the creative elements and BrandCottage for media placements.