Redefining Victory in the War Against Cancer

Gold Winner, 2016 Jay Chiat Strategic Excellence Awards

THE CHALLENGE:
After decades of conventional chest-beating rhetoric, donations to the American Cancer Society were at an all-time low.

THE INSIGHT:
Cancer as we know it can’t be cured. Because the science shows that the fight will likely never end, we have to inspire hope without making false promises.

THE IDEA:
Redefine victory in the war on cancer by making people realize it's our humanity that gives us the edge, not some unrealistic and out-of-reach cure.