We specialize in cancer. And you.

Years ago, Dana-Farber Institute Center and Brigham and Women’s Hospital came together as the Dana-Farber Brigham Cancer Center, a powerful alliance totally focused on cancer patients.

IPNY’s task was to ensure that this new identity would stand out from its competitors. Research led to a simple truth: Dana-Farber Brigham has the unique ability to personalize cancer treatment. The patient gets a treatment plan and staff created with their specific type of cancer in mind – one that takes their needs, goals and personal life into account.

The creative grew out of this simple tagline: “We specialize in cancer. And you.” The work leverages highly moving patient stories and firsthand accounts of how Dana-Farber Brigham treatment is in a class of its own. From identical twins with non-identical cancers, to a young woman who aspired to have a family after surgery, we see time and again how Dana-Farber Brigham redefines the idea of personalized care, seeing possibilities to for patients to lead full, productive lives after cancer.

Campaign results reflected the impact of this simple idea: A year-over year increase of 154% in appointments and a 134% increase in qualified leads.