KCCC Journey Ad Campaign
Kansas City Cancer Center (now part of The University of Kansas Cancer Center) wanted to promote its patient-centric, community-driven cancer care by showing understanding and empathy toward a cancer patient’s challenges. Without using language or images that focused on “victims” or “survivors,” we needed to find a way to show that cancer is a process that touches every part of a patient’s life.
We focused on communicating the cancer “journey” and showing that we understood its enormous impact on a patient’s life. While ads promoted a variety of services and treatment options, the journey concept was constant throughout the campaign. We stated that Kansas City Cancer Center was committed to traveling with every patient on his journey and would be with him every step of the way.