When the competition focuses on patient struggles, we flipped the narrative. Baylor Scott & White Health's Cancer Hates Us campaign highlighted the relentless determination of patients, doctors, and researchers waging war on cancer every day. Designed to cut through the noise, this campaign shifted the focus to why cancer hates Baylor Scott & White Health—because of the groundbreaking treatments, unwavering resolve, and innovative care delivered close to home.

Through bold messaging and a rallying cry that resonated deeply, the campaign captured the hearts of North and Central Texas, cementing the brand as a premier cancer care provider.