Multicultural agency Muse Communications recently launched the new City of Hope Hispanic brand campaign, designed to spread the word of the cancer center’s ethos “The Miracle of Science with Soul” to the Spanish-speaking community.
The campaign consists of television, digital, and radio ads that balance the scientific acumen of City of Hope’s staff and the level of compassionate care they bring to all their patient interactions. The ads aim to enhance City of Hope’s place as a leading cancer research and treatment center by connecting with communities via leading ethnic media outlets and community gatekeepers and influencers.
As City of Hope’s Hispanic AOR, Muse accomplished this by focusing on three City of Hope doctors: Alex Herrera, M.D., assistant professor in the Department of Hematology and Hematopoietic, Joanne Mortimer, M.D., director of Women’s Cancer Program and Rahul Jandial, associate professor, division of neurosurgery in the Department of Surgery.
By interweaving shots of patients at the park, at the beach, on the hospital grounds, and doctors interacting with patients and staff, the spots build a sense of community and compassion underneath the science and research. Humanizing the cancer center and its staff, and sharing how much they care about not just adding years to their patients’ lives, but about their quality of life, gives an air of comfort not often associated with hospitals.
City of Hope’s cutting-edge science and research, in combination with their commitment to providing compassionate care, has had extraordinary impact on the landscape of cancer research and treatment, and Muse’s work on the new brand campaign takes great strides in spreading their message of combining “science with soul to create medical miracles.”
City of Hope - Herrera M.D. Spanish Version (English Subtitles) from Muse on Vimeo.
PHOTOGRAPHER & VIDEOGRAPHER: Dante Marshall
CLIENT: City of Hope
ASSOCIATE VP OF STRATEGIC ALLIANCES: Len Fong
SR. MULTI ETHNIC MARKETING SPECIALIST: Yolanda Soto
ASSISTANT REAL ESTATE MANAGER: Cory A. Morris
AGENCY: Muse Communications
CREATIVE DIRECTOR: Michael McCallum
EXECUTIVE PRODUCER: Vanessa Macadam
ACCOUNT SUPERVISOR: Diana Jones
ACCOUNT EXECUTIVE: Jazmine Bailey
ART DIRECTOR: Miranda Friedman
PRODUCER: Shira Shane
COPYWRITER: Belinda Delgadillo
PM: Vivian Paulsen
POST PRODUCTION: Therapy Studios
EDITOR: Jake Shaver
HEAD OF PRODUCTION: Allegra Bartlett
PRODUCER: Juliana Watson
MUSIC: Human LLC
VO ARTIST: Yeni Alvarez, Tag Talent
VO CASTING SERVICE: Voice Over Bank
TRANSLATIONS: Meaning LLC & Vitac