This Cancer Hospital Campaign Aims to Put Itself Out of Business
This month, the Seattle Cancer Care Alliance will launch and new TV, radio and online campaign created by Seattle-based Frank Unlimited that centers not on curing or even alleviating cancer, but on prevention.
While that would be a predictable direction for a public service campaign but not so much for a healthcare advertiser whose bread and butter, so to speak, is cancer treatment. Nevertheless, the campaign represents upwards of 35% of Seattle Cancer Care Alliance's total 2014 marketing budget. Called "Do One Thing," it promotes cancer risk-reducing lifestyle changes that people, especially adults 45+ and especially women, can make on their own, without participation in any hospital program.
