City of Hope is one of the world leaders in cancer research and treatment. Yet it has never gotten credit for the innovation pioneered on its Southern California campus. Our challenge: Elevate the profile of City of Hope among patients, donors, caregivers and the medical community, while building awareness, image and preference.
Extensive research revealed an important insight: While City of Hope was known for progressive, empathetic and holistic care, people attributed that care – but not its science – to City of Hope’s astonishing cure rates. This led to our core messaging idea: When science and “soul” unite, truly miraculous outcomes can happen.
First-year campaign results presented a strong, favorable response:
- Tracking results showed brand awareness in Los Angeles up 11%.
- Astounding growth was seen on key image attributes: Known for cutting edge science and research (+30%); A leader in the fight against cancer (+41%); A place that saves lives (+38%).
- In-patient visits were up by 8% and City of Hope experienced an actual increase in donations of 25%. Best of all, outpatient visits were up by 17% – an incredible 2800 visits over goal.
