This Is What We Do

MSK and R/GA Reframe Cancer Survivorship in New Campaign Ahead of National Cancer Survivors Day
Memorial Sloan Kettering Cancer Center (MSK) is unveiling “This Is What We Do,” a powerful new campaign created in partnership with agency of record R/GA that reframes how cancer survivors are represented in healthcare advertising.
At a time when healthcare marketing often relies on familiar sentimental platitudes to try to create an emotional connection, the films are designed to demand attention by making literal eye contact with the viewer, forcing people to acknowledge each cancer survivor’s humanity.
As a whole, the campaign succinctly captures the unique lived experiences of a diverse range of cancer survivors, as well as the compassionate clinical experts at MSK who make those outcomes possible.
Using striking black-and-white portraiture, declarative headlines, and the strategic use of MSK blue, the campaign spotlights survivors not as patients defined by diagnosis, but as people continuing to live full, meaningful lives after cancer.
The hero :60 is the campaign's emotional anthem, focusing on deeply personal stories from people of all walks of life – from young mother Katie to acclaimed jazz musician Michael Wolff.
The film showcases the different survivors with bold, matter-of-fact statements such as: “This is who was told he had months to live…10 years ago,” and “This is who feared she couldn’t have a child after a cancer diagnosis…and this is her son.”
Additional :30 and :15 cutdowns expand on individual survivor experiences while also highlighting the doctors, innovation, and medical breakthroughs helping redefine what is possible in cancer treatment and survivorship.
Directed by Andrew Litten of Easy Mondays, the restrained visual approach was designed to force viewers to acknowledge each subject’s humanity, allowing their stories to take center stage.
Anchored in the message that MSK helps people live better, longer, the campaign reinforces the institution’s position as one of the world’s leading cancer centers while making world-class cancer care feel more personal and accessible.
The campaign is now live ahead of National Cancer Survivors Day on June 7, rolling out across TV, streaming, social, audio, print, OOH and digital partnerships, including placements tied to major cultural moments such as MLB, the US Open and Belmont Stakes.