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Adams & Knight Wins Best of Show

We’re proud to have won more awards than any agency at the Ad Club of CT’s annual award show—including Best of Show, best copywriting and best art direction honors.

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Hartford HealthCare MSK Cancer Alliance

« Back to “Work” Overview Traditional Digital PR/Social/Experiential
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Insights

As Hartford HealthCare began announcing their charter membership in the new Memorial Sloan Kettering (MSK) Cancer Alliance, a major challenge became clear: Communicate news about the partnership without appearing that Hartford HealthCare needed MSK, or that Hartford HealthCare wasn’t already a premier provider of top cancer care in Connecticut.

Ideas

The big idea for the campaign stressed that it’s not good enough to help a patient survive cancer. To beat cancer, you need to get ahead of it — and stay ahead of it — together through collaboration, research and the alliance between MSK and HHC.

The integrated marketing campaign kicked off with teaser print ads and social media posts referencing a Super Bowl TV commercial that would make a “game-changing announcement for cancer patients.” Two :30 spots aired four times during the local breaks of the 2014 Super Bowl. The spots drove to a dedicated microsite, togetherahead.org. In addition, the campaign featured:

  • social media outreach
  • two :30 TV commercials
  • a series of four campaign print ads
  • a monthly newsletter            
  • email template                 

Impact

The campaign resulted in an increased awareness of the HHC/MSK alliance, driving:

  • 3,300 visits to the newly launched http://togetherahead.org, and 50 percent more “likes” for the HHC Facebook page
  • A 42 percent increase in online searches for the term “Hartford Healthcare” in February 2014 vs. February 2013
  • Increased call volume into the HHC Cancer Connect line