Fred Hutch Cancer Research Institute came to us with two challenges:
Help explain immunotherapy to their patients and donors. And help humanize and differentiate their unique approach to research & treatment.
Our discovery process quickly landed on a powerful unifying theme: Where next-generation research joins hands with cancer care. With every piece of content, we’d speak to both the mind and the heart of Hutch’s life-changing mission. The resulting campaign moved donors, patients and staff and won a 2018 Platinum Award from The MarCom Awards, the international competition honoring excellence in marketing and communications.
Anchoring the Hutch’s story
We anchored the content package with a short film featuring the powerful story of a leading researcher-doctor who moves fluidly from lab to bedside and back, embodying the Hutch’s unique approach.
Explaining, and visualizing, immunotherapy
As a highly shareable companion piece to the video — and to shoulder some of the heavy lifting in explaining immunotherapy — we designed an eye-grabbing and richly detailed “Understanding Immunotherapy” infographic. A timeline connected the dots between the Hutch’s Nobel-prize-winning legacy and today’s scientific breakthroughs.
Introducing a new social campaign: #heartofthehutch
To paint an authentic, human picture of the Hutch as a place where hard science and compassionate care come together, we produced a series of short, social-media-ready “Heart of The Hutch” clips and recommended an approach to tying them together into a #heartofthehutch social campaign. Each clip features a scientist or staff member speaking about what makes Fred Hutch unique and fuels their individual passion for their work. We shot dramatic B&W portraits of scientists and attached pull quotes to support the campaign and future presentation decks.