UC Irvine Health

Initiative: UC Irvine Health, Orange County’s only NCI designated comprehensive cancer center had limited consumer awareness of this dominant expertise, and needed to stand out against its more well-known competitors.

Outcome: We created an aggressive movement under the provocative campaign concept of “The Anti-Cancer”. Instead of flowery pictures and soft language, we put captivating imagery and bold statements on bus boards and digital signage to disrupt and engage. This is how we let everyone know that no one fights as hard against cancer as UC Irvine Health.


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