City of Hope Above and Beyond
Content Creation, Multicultural Insights
Connecting to the Community

As a world leader in the research and treatment of cancer and other serious diseases, City of Hope sought to strengthen their brand presence among the Chinese American community within COH’s catchment area (Los Angeles, Orange, San Bernardino, and Riverside counties), as well as build synergy with COH’s general market brand campaign, increase awareness and consideration for COH among all cancer-related queries in the Chinese American community.  

A Brand to Believe In

When searching for the right hospital, we found that Chinese Americans cared most about the doctor’s skill, the hospital’s reputation, the availability of advanced treatments/technologies, and the ability to provide emotional support and understanding (including having someone speak their native language and understand cultural differences).

Our strategy then was to build their brand position - Miracle of Science with Soul – in order to showcase how COH’s role in providing cutting-edge treatment and compassionate care leads to a patient’s positive outcome. We also incorporated strong proof points that reminded our audience that COH provided the best of the best. With the most-dedicated doctors, scientists, researchers and nurses all striving to find cures, save lives and transform the future of health, COH was a decision one could feel confident about. 

Results that Resonate

Our Chinese-language campaign was the first broad and integrated communications initiative to reach the Chinese-American community in Southern California. We featured cancer survivor stories that resonated with Chinese Americans and further showed how science and research unite with compassionate care in order to save lives.

For example, Alex, one of the featured cancer survivors and COH patients featured in the TV spot, stated, “My doctor also [spoke] Chinese, which is very important to my mom so that she could understand my condition and help me make the best decisions.”

The campaign was featured in a Chinese-language TV spot, as well as radio, print, digital, and outdoor advertising. COH was also a finalist for the Association of National Advertisers (ANA) Multicultural Campaign of the year in 2016 and won the 3AF (Asian Advertising Federation) Campaign of the Year award in 2017.