We wanted to give the DC metro a realistic, but hopeful, look into the patient-first cancer treatment journey at the brand new Inova Schar Cancer Institute.

Instead of relying on first-hand testimonials to tell the audience about the warm, caring, personal treatment Inova patients receive, we decided to show them. Our TV spot allows viewers to experience cancer treatment at Inova through a patient’s eyes. And the message delivered, our cross-channel campaign led to a 37% increase in new patients.