The Cancer and Hematology Centers

What if cancer didn’t get to control the narrative?

My roles: Client research | Creative concepts & design | Copywriting

01. The Challenge

Following a name change and rebrand, The Cancer & Hematology Centers needed to introduce themselves to the West Michigan market in a distinctive and human way.

Healthcare advertising, especially when focused on cancer, followed a familiar pattern - clinical and rooted in the language of fighting and battling. They wanted to stand out without losing empathy, and to feel empowering without sounding cliché.

02. The Insight

What if the conversation shifted away from “fighting” cancer and instead treated it like something that no longer gets to control the relationship? That emotional shift became the creative opening.

03. The Creative

The campaign took the form of a breakup letter to cancer. Instead of positioning cancer as an unbeatable enemy, the messaging reframed it as something that no longer had power. “Hey Cancer” became a direct address - short, sharp, and unapologetic.  

First round of drafts with breakup idea. The copy was a bit too brash. From here, creatives were revised to tone down the language while keeping concept at the forefront.

First round of drafts with breakup idea. The copy was a bit too brash. From here, creatives were revised to tone down the language while keeping concept at the forefront.

Revised concepts - the breakup theme is still bold, but aligns more with client positioning.

Revised concepts - the breakup theme is still bold, but aligns more with client positioning.

Final "Hey Cancer" billboard concept

Final "Hey Cancer" billboard concept

04. The Impact

The campaign helped The Cancer & Hematology Centers stand apart in the market, pairing bold differentiation while maintaining a compassionate, human approach to care.