In the DMV area, there’s an ongoing lack of recognition for Sibley and Suburban hospitals and to their connection with Johns Hopkins. To improve brand awareness of the Kimmel Cancer Center, JHM wanted to celebrate National Cancer Survivor Day with two goals in mind.

•Make DC residents aware of the Hopkins level cancer care in their area at Sibley and Suburban hospitals.

• Celebrate cancer survivors and patients in an authentic, touching way.


We leveraged the efficiency and economics of social media for the campaign. We created Instagram stories as well as posts that ran on both Facebook and Instagram. Videos of interviews and posts of powerful quotes resonated with the audience. Our secret ingredient: having patients and doctors tell their personal cancer stories to be shared with the world.

A Story of Joy

Find the Hook

We knew the hook needed to be an impactful question.
"What would you like to say to women currently fighting breast cancer?"

A Story of Strength

Change the Focus

We wanted to show the doctor's point of view.
"What is the most rewarding part of your work?"

Good Stories

Back to back Instagram stories featuring doctors and patients kept the audience engaged.
Together We Tell Good Stories About Cancer

Love for his family inspires Jim to live life to the fullest; Dr. Smith’s interactions with patients spark compassion, and Abby shed’s light on how life changes after cancer.

View their full stories below.

Good Content

We used statistics and pulled quotes to create static posts that populated their social media channels.

Good Results

Facebook video reach
Instagram average likes per post
Video Completions
Jim video views