Allison Milionis

Role: Lead writer & interviewer

Designer & art director: Doug McDonnell

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The #FINISHCANCER Southern California campaign launched in 2019.

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Situation: Competition for cancer care in SoCal is increasing as hospitals and physician groups are constructing new cancer centers in response to population growth in the area and a projected increase in cancer diagnoses over the next 20 years.

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Challenge: Facilities and clinics under the Providence name still prefer to maintain their individual identity, making it tricky to launch a campaign with a unified message. Add to that, regional leaders decided this campaign should have the look and feel of the new Providence brand - before the new brand was officially launched in the market. 

 

Approach: Leverage the existing #FINISHCANCER campaigns - making the hashtag the most consistent element - and then tell stories from the individual facilities through cancer fighters and experts. This was my most important role - developing relationships with patients and specialists and encouraging them to tell their personal and very powerful stories in interviews. 

 

Tactics included:

• Video (:90, :30 and :15)

• Social media (paid and organic)

• Print ads

• Digital ads

• Landing page (featuring videos)

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