Campaign for Gibbs Cancer Center Promotes Important Answers by Asking Attention-Grabbing Questions

Client

Spartanburg Regional Healthcare System

Category

Creative

The Situation


Gibbs Cancer Center, a part of Spartanburg Regional Healthcare System, asked our team to create a campaign that would draw attention to their expert cancer care and their new landing page featuring useful educational information. As part of our discussion and discovery, we unearthed a frequent concern that our audiences were prone to misconceptions about cancer and its care. 

The Solution


We developed a campaign that addressed the situation head-on. Using OOH, paid social, native ads, display banners, and specialized print, we highlighted cancer misconceptions in the form of eye-drawing headline questions that directed the reader to “Get Answers” on the Gibbs landing page.  

Featuring attention-grabbing questions such as “Do cell phones cause cancer?” or “Is cancer contagious”? We gently assure the reader that, “We know your questions are important to you. That’s why providing you with answers is important to us.”  

The Results


We promoted expert educational answers and information about cancer through the Gibbs landing page and website while highlighting the positive impact Gibbs Cancer Center has on the community. 

The campaign effectively portrayed Gibbs’ team as renowned cancer experts while also assuring the audience that they are friendly, caring, compassionate, and will be useful partners in their quest for information.  

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