In 2015, MD Anderson launched its “Confronting Cancer” campaign, which gave patients, caregivers, supporters, physicians and researchers the opportunity to confront the disease directly.
What did they say?
Physician and researcher Sapna Patel , M.D., warned, “My team will get you, cancer.”
Survivor Gail Morse told the disease it didn’t get the best of her: “You made me stronger, cancer.”
“No more hiding, cancer,” cautioned researcher Michael Curran, Ph.D.
And Board of Visitors member Tom Rushing split no hairs in his prediction: “MD Anderson will destroy you, cancer.”
The campaign, which included online, mobile, television, print and radio placements, began in Houston in July before going national in August. Immediately, it generated a lot of buzz.
“This campaign has caught the public’s attention and inspired even greater confidence in us,” MD Anderson President Ronald DePinho said during his state of the institution address in October. “They are the heroes on the front lines of our fight, and their real thoughts and emotions drive the campaign. The approach is bold, emotional and engaging.”
The goal of the effort is to raise national awareness of the institution, and by all measures, it succeeded. In 2010, MD Anderson had only 6% awareness nationally. Today, with the new campaign, that awareness has seen a boost to 13% in the final quarter of last year — a significant milestone for the MD Anderson brand.
The campaign has also increased philanthropic efforts, attracting additional support for the institution’s mission to end cancer.
MD Anderson is confronting cancer by investing in and collaborating with local community organizations to support cancer patients and survivors, as well as educating people about ways to reduce their cancer risk by making healthy choices.
In FY15, those investments and collaborations included:
- Working with 409 local schools, churches, employers and community organizations.
- Participating in 1,128 programs and events to support local community fundraising and education efforts.
- Implementing 176 education programs targeted specifically for Hispanics, Asians and African Americans in Houston and the surrounding area to educate them on the importance of cancer screening exams and ways they can improve their health to lower their risk of cancer.