Cancer treatment is a highly competitive field with many believing the best places to get treatment only exist far away. At the time, Baylor Scott & White Health had high brand awareness, but wasn’t considered a premier cancer care provider. So how could we tell people one of the most accredited cancer centers in Texas is actually right here at home? We needed a rallying cry for all the warriors, pioneers and defenders who go to battle against this disease every day. Enter “Cancer Hates Us”, just the bold mantra we were looking for.

Through traditional and digital media, as well as multiple partnerships and activations, Cancer Hates Us has become more than a tagline. It’s become an invitation to millions across Texas to join us in this never-ending fight against cancer.