Client: Sylvester Comprehensive Cancer Center
Campaign: National Cancer Institute Designation Event (2019)

Strategy / Creative Direction / Copywriting

Translating the complex world of academic medicine and cancer research into plain language for the public is a challenge. Explaining the significance of achieving National Cancer Institute designation is an even greater one. When Sylvester Comprehensive Cancer Center was awarded NCI designation, I was tasked with creating a narrative for an event to mark the occasion. I told the story by beginning with the impacts of its research around the globe and zooming in—how the Center’s work has made a difference in the hemisphere, country, state, and, finally, the individuals it has touched. The event contextualized and humanized groundbreaking cancer research, taking attendees on the journey to NCI designation by showcasing the unique initiatives that earned Sylvester the recognition.