More than just another ad campaign, the goal of MSA’s integrated promotional campaign for the opening of the new N.C. Cancer Hospital was to make a difference—by raising awareness not only of cancer in general, but also of the hope and possibility presented by the new, state-of-the-world hospital and the legacy of three decades of excellence that supports it. MSA set out to tell the human story behind the N.C. Cancer Hospital – and all people who face cancer every day – in a compelling and meaningful way that highlighted the incredible work being done and also paid tribute to the courage and dignity of the people who face this disease.
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