Silver award for Film/TV/Video Campaign of the Year
Moffitt Cancer Center
Client: Moffitt Cancer Center
Moffitt Cancer Center is doubling down on its commitment to urgency in cancer diagnosis and treatment. The Tampa, Florida-based cancer center, in collaboration with advertising agency BVK, deployed a nine-month, multichannel campaign to align its messaging strategy with the importance of time when treating cancer. The campaign, primarily targeting the Tampa area, was shared through cable television, radio, online videos, digital displays and social media. The initial messaging reaffirmed the cancer center’s promise and principles. Over time, the focus evolved to promote its care for specific cancers.
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The campaign, which won silver among providers and insurers for Film/TV/Video Campaign of the Year, featured patients and survivors as the main characters of multiple videos. One YouTube video centered a patient who was diagnosed with multiple myeloma and received care at the center. The video also highlighted the center’s treatments for other cancers, such as leukemia and lymphoma, and utilization of more than 600 clinical trials.
Another YouTube video centered a colon cancer survivor’s story and included statistics, such as data showing comparatively high survival rates for Moffitt patients. According to the advertising agency, the campaign exceeded engagement goals by attracting 6.9 million new users to the cancer center’s website. The cancer center also saw a 6.6% year-over-year increase in patient volume, surpassing its goal of 5.9%, BVK said.