Nurturing Connections with Cancer Patients and Caregivers

A cancer diagnosis is life-changing, but it doesn’t have to change your way of life. Inspired by the diverse communities and people that Florida Cancer Specialists & Research Institute serves, this campaign captures how life’s littlest moments inspire positive outcomes that are worth fighting for. In a radically different approach to cancer treatment storytelling, The Little Things campaign moves our established Every Step of the Way brand platform from diagnosis into a new phase of the cancer journey and story: treatment.

In order to grow awareness among prospective patients and caregivers, we harnessed primary and secondary qualitative research, competitive research and a quantitative brand tracker study to identify the opportunities for the Florida Cancer Specialists & Research Institute brand to connect with those seeking treatment.