MSK and R/GA reframe Cancer survivorship
MSK and R/GA Reframe Cancer Survivorship in a new Campaign ahead of National Cancer Survivors Day.
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Memorial Sloan Kettering Cancer Center (MSK) is unveiling This Is What We Do, a powerful new campaign created in partnership with agency of record R/GA that reframes how cancer survivors are represented in healthcare advertising.
At a time when healthcare marketing often relies on familiar sentimental platitudes to try to create an emotional connection, the films are designed to demand attention by making literal eye contact with the viewer, forcing people to acknowledge each cancer survivor’s humanity.
As a whole, the campaign succinctly captures the unique lived experiences of a diverse range of cancer survivors, as well as the compassionate clinical experts at MSK who make those outcomes possible.
Using striking black-and-white portraiture, declarative headlines, and the strategic use of MSK blue, the campaign spotlights survivors not as patients defined by diagnosis, but as people continuing to live full, meaningful lives after cancer.
The hero film is the campaign's emotional anthem, focusing on deeply personal stories from people of all walks of life, from young mother Katie to acclaimed jazz musician Michael Wolff. The film showcases the different survivors with bold, matter-of-fact statements such as: “This is who was told he had months to live…10 years ago,” and “This is who feared she couldn’t have a child after a cancer diagnosis…and this is her son.” Additional :30 and :15 cutdowns expand on individual survivor experiences while also highlighting the doctors, innovation, and medical breakthroughs helping redefine what is possible in cancer treatment and survivorship.
Credits
View on- Agency R/GA/New York
- Production Company Easy Mondays
- Director Andrew Litten
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Credits
View on- Agency R/GA/New York
- Production Company Easy Mondays
- Director Andrew Litten
- Executive Creative Director John Berman
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency R/GA/New York
- Production Company Easy Mondays
- Director Andrew Litten
- Executive Creative Director John Berman
Directed by Andrew Litten of Easy Mondays, the restrained visual approach was designed to force viewers to acknowledge each subject’s humanity, allowing their stories to take centre stage.
Anchored in the message that MSK helps people live better, longer, the campaign reinforces the institution’s position as one of the world’s leading cancer centres while making world-class cancer care feel more personal and accessible.
The campaign is now live ahead of National Cancer Survivors Day on June 7, rolling out across TV, streaming, social, audio, print, OOH and digital partnerships, including placements tied to major cultural moments such as MLB, the US Open and Belmont Stakes.
Eric Rosenbaum, CMO, MSK: “When people hear ‘cancer,’ the diagnosis can quickly become the entire story. But for the people we care for, life continues – families, relationships, careers, ambitions. We wanted this campaign to reflect that fuller picture and honor the resilience and individuality of every survivor who shared their experience with us.”
John Berman, Executive Creative Director at R/GA: “The most powerful storytelling has to have a human truth at its core. And nothing’s more powerful than looking into the eyes of someone who might not still be here if not for the cancer experts at MSK. To make an impact, we focused on the irreplaceable humanity of each individual, instead of the usual feel-good healthcare tropes. Every piece of creative conveys the profound truth that MSK helps people keep living the lives they love.”
