COVID-19 changed everything. For people who were diagnosed and in treatment for cancer, it changed the way they looked at their healthcare. Any pause in treatment can lead to a risk of death. Memorial Sloan Kettering asked us to create a 360 campaign that would compel people to come back to treatment while reassuring them that despite the pandemic the treatment was safe. 

 

This campaign with the creation of hundreds of digital assets concepted and executed the weekend of Memorial Day 2020. From there we used performance learnings to not only optimize digital but also inform out-of-home and print. We also created a PSA-style TV spot that showed the humanity and caring of MSK. 

And this campaign saved lives. Patients told doctors and staff they came in because of message of our work. In our industry we often say "It's not like we're saving lives" but this time we actually did.