Cronin & Fred Hutch Cancer Center
November 14, 2023
Fred Hutch Cancer Center
LOOK BEYOND brand campaign
In 2022, Fred Hutch Cancer Center went through an important merger. Now, in one organization, the best of clinical care and scientific research was able to work in close collaboration, like no organization before it. This is a place that can do more than save lives – their inspiring goal is to make a world without cancer a reality.
With the rallying cry of LOOK BEYOND, we created a brand campaign to let the world know (with a special eye on prospective patients and potential donors). We created a stunning and hypnotic series of ads, and a multi-channel campaign that included digital, outdoor, print and more.
With 200 million impressions served, the world noticed. Among prospective patients, aided awareness was up 9% and brand preference up 7%. Among potential donors, aided awareness was up 7.5% and brand preference was up 9.2%.
Cronin submitted this case study in the 2023 Globeys: https://youtu.be/KQIjnm3PP-4
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