Background:

The National Cancer Institute (NCI) is the largest division within the NIH. They wanted our help to build a campaign to commemorate the National Cancer Act 1971.

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Challenge:

There is low awareness of National Cancer Act of 1971 and NCI's role in leading cancer research at the national level. Also, because cancer is such a complex disease, it is hard to demonstrate progress; death rates have dropped 27% in 25 years and five year prognoses have improved, but many still believe cancer is an epidemic.

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Our Solution:

• Conducted stakeholder interviews with NCI team, along with a deep dive into history of cancer with an aim to understand the science and complex biology behind the disease.

• Factored in the current cultural landscape of anti-vaccination, post-truth era where trust across institutions and in science has been in steady decline, and the impact of Covid19 crisis.

• Identified strategic opportunity that considered goal to educate public and inspire new generation of scientists.

• Shared four different ways-in. After agreeing on one, we developed a creative idea that can highlight both breakthroughs in cancer research and share the accomplishments of patients, scientists and collaborators.

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Result:

Delivered cohesive overarching creative platform; one versatile enough to tell multiple types of stories and be inclusive of the broader cancer research and advocacy community.

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NOTE: campaign assets were developed by NIH's in-house team.