What we do here
changes lives everywhere.

Dana-Farber is one of the world’s leading cancer research and treatment centers. Focused entirely on cancer, its breakthroughs have transformed the landscape of cancer treatment for 80 years.

IPNY’s initial campaign built national presence among key audiences by showing the impact of Dana-Farber discovery and introducing the theme line, “What we do here changes lives everywhere.”

The campaign proved its success in just two short years, doubling top-of-mind awareness among oncologists and increasing awareness among healthcare influencers by 22%. It firmly established impressions of Dana-Farber as a cutting-edge leader in discoveries that save lives.

PD-L1, a protein found in normal cells, can also hide cancer cells from the immune system, making an assault on cancer nearly impossible. Dana-Farber showed how to block this protein by identifying the PD-L1 pathway, which allows the immune system to see and attack the tumor. This home page video showcases Dr. Gordon Freeman, the researcher behind this major advance in immunotherapy, and three patients whose lives were saved by this revolutionary treatment.

Year after year, IPNY tells stories of Dana-Farber discoveries that bring new insights and inspire further discoveries. Our “Ripples” spot accomplishes this through an incredible fact: Since 2018, over half of all cancer drugs approved by the FDA started with foundational work undertaken by Dana-Farber.

These animated videos help the viewer quickly understand the significance of Dana-Farber’s pioneering work in areas like CDK 4/6 inhibitors and Protein Degradation.

Study among key influencers showed that willingness to emotionally invest in Dana-Farber is not grounded in any one discovery, but in the momentum of discovery. There is a multiplier effect that allows scientists to make even more discoveries and save even more lives over time. One of IPNY’s most successful campaigns features real patients giving voice to their experience with some of Dana-Farber’s most significant discoveries.

Explaining Dana-Farber’s momentum of discovery by describing their scientific expertise is right for the scientific community. But to win the hearts and minds of local patient audiences, the campaign needed to connect the dots between scientific discovery and the actual lives Dana-Farber saves. IPNY’s work tells emotionally compelling and relatable stories of patients saved by Dana-Farber discoveries – celebrating science in the service of life.

IPNY’s “Get Screened” campaign leverages basic principles of neuroscience to capture attention in communities of color. It acknowledges the target’s role in caring for themselves, speaks with the voice of a true partner, and makes it easy to take action.

Rather than emphasize the dangers of smoking or bad habits, the campaign accentuates the positive benefits of getting a screening: peace of mind, early detection, being there for those you love.

The building of a new treatment facility requires vision, collaboration, and the approval of a great many stakeholders, both internal and external. Dana-Farber, in collaboration with Beth Israel Deaconess, will soon be breaking ground on New England’s first dedicated cancer treatment center.

This state-of-the-art facility goes beyond a building. It is a setting where advanced science, technology, learning and care converge to offer patients a unique environment where they can heal better and faster. IPNY’s preliminary campaign, targeted to the medical community, staff, partners and local community influentials, explains why this new venture will help raise the standard of care for everyone.