The right outlook, attitude and approach can influence every aspect of a person's life, including a cancer journey. We wanted to highlight patients, with every tumor type and at every stage of their journeys, who represent the victory we seek at Sanford Cancer.
The campaign focused on nine patients. For each patient we recorded two commercials: One that spoke to that patient's victory and one that captured that patient's cancer journey in a single word.
We supported the broadcast with print, digital, outdoor, radio and experience design at the point of care.