SEATTLE — Feb. 5, 2016 — Following the success of its recent brand relaunch, Seattle Cancer Care Alliance (SCCA) will kick off its 2016 advertising campaign with a television commercial debuting during the local broadcast of the Super Bowl on Sunday, Feb. 7, on CBS affiliate KIRO-TV. Three additional TV ads will air in the weeks after, and all will run through June. The campaign is designed to convey the strength of SCCA’s three alliance partners—Fred Hutchinson Cancer Research Center, Seattle Children’s and UW Medicine—and how “Better Together” translates into better outcomes for patients in the treatment of cancer.
The broader advertising campaign will include radio, billboards and print ads, as well as a microsite featuring patient stories. Each ad will feature an SCCA patient with his or her care team and will highlight how the strength of the alliance partnership allowed each patient to get back to the things that were important to them in their lives. The first ad, featuring a patient named Jenna, will show how her care team used a revolutionary cord blood transplant to beat her leukemia and get her back to breakdancing. (See accompanying print version of Jenna’s ad for example.)
“Better together isn’t just a tagline or marketing hook. It defines how we operate as an organization to provide our patients with the best possible outcomes based on what matters most to them and their life. Our standard of care includes figuring out what “better” means for each patient and helping get them there,” said Holly Rosenfeld, director of marketing and communications for SCCA.
Seattle Cancer Care Alliance harnesses the expertise of doctors and researchers from Fred Hutch, Seattle Children’s and UW Medicine to treat thousands of patients from around the world each year. Named in the Top Five Best Cancer Hospitals in the U.S. by U.S. News & World Report for 2015-2016, SCCA is viewed as a global leader and innovator in the research and treatment of cancer, particularly in the areas of clinical trials, immunotherapy and transplantation.
SCCA partnered with Green Rubino, a full service, integrated marketing agency based in Seattle, known for its ad campaigns with Fred Hutch, Seattle Children’s, Delta Dental and Sound Transit.
For patients like Jenna, the ads are a special reminder that access to the latest clinical trials and a team of experts can make all of the difference in cancer treatment. Jenna was treated at SCCA starting in 2012 for acute myelogenous leukemia (AML), a form of childhood leukemia.
In Seattle, Jenna’s ad will run during the Super Bowl itself, as well as during the following shows Sunday:
Also on Sunday, Jenna’s and one other patient’s stories will be visible on Seattle Cancer Care Alliance’s YouTube channel, in print advertisements and on the microsite, which is designed to share a more in-depth view of each patient’s’ personal story.
The focus of this campaign is to underscore the broad mission of Seattle Cancer Care Alliance: to be at the forefront of science and patient care to keep the people it cares for living better, longer, richer lives.
Fred Hutch Media Team