The miracle of science with soul.

City of Hope is one of the world leaders in cancer research and treatment. Yet it has never gotten credit for the innovation pioneered on its Southern California campus. Our challenge: Elevate the profile of City of Hope among patients, donors, caregivers and the medical community, while building awareness, image and preference.

An important insight: While City of Hope was known for progressive, empathetic and holistic care, people attributed that care – but not its science – to City of Hope’s astonishing cure rates. This led to our core messaging idea: When science and “soul” unite, truly miraculous outcomes can happen.

First-year campaign results presented a strong, favorable response on both brand awareness (up 11%) and key perceptual attributes. Best of all, in-patient and outpatient visits increased way beyond projected goals.

City of Hope has some of the world’s pre-eminent cancer doctors and researchers on its staff. From pioneering immunology and stem cell transplants to developing the technology behind four of the most used cancer-fighting drugs, these extraordinary individuals are changing the way we think about cancer.

These videos, appearing on City of Hope’s website, capture the passion and dedication of the doctors and researchers who make medical miracles possible.