Hull Creative Group

Hull Creative Group Uses Human Angle in New Advertising Campaign for St. Vincent’s Comprehensive Cancer Center
Advertisements Quickly Generate Significant Increase in Patient Call Volume

Boston, MA April 29, 2002 – Hull Creative Group, a design and marketing communications firm, announced the completion of a new advertising campaign for St. Vincent’s Comprehensive Cancer Center in New York City.

Launched last week in the New York Times, and scheduled to appear in the New York Post and the New York Daily News, the campaign is designed to position St. Vincent’s as a compassionate, accessible health care facility offering the most advanced radiation, chemotherapy and surgical options.

The campaign consists of a series of advertisements, each featuring a black and white photograph of two people relating in a personal way – a father and son hugging, a couple embracing, a mother holding her daughter. Tag lines above each photograph such as “I have lung cancer,” or “I have stomach cancer,” are linked to copy below emphasizing St. Vincent’s role in helping patients get on with their lives, followed by succinct text detailing St. Vincent’s advancements in the field of cancer treatment.

Built around the quality of life theme, the campaign is designed to elicit an emotional response from the potential client, while simultaneously providing information about St. Vincent’s state of the art cancer treatments. “Within moments the reader goes from the emotions of sympathizing and identifying with what could seem like a death sentence, I have stomach cancer, to the relief of discovering an answer, Sterotactic Radiosurgery lets me get on with my life,” said Caryl Hull, president of Hull Creative Group.

Hull Creative Group thoughtfully selected photographs depicting people of various ages, ethnicities and genders, and appropriately paired each photograph with copy focusing on a particular cancer type. The same clean, simple fonts, inviting text, and prominent logo placement applied to each advertisement make them easily recognizable as part of a series, while the human element makes them appealing to an audience that goes beyond cancer patients, their loved ones, and cancer specialists. Together these elements work to create strong brand recognition for St. Vincent’s within varying communities.

“Hull Creative Group surpassed my expectations in creating and executing the St. Vincent’s Comprehensive Cancer Center advertising campaign. They understand the challenges in promoting a cancer care facility, and approached the project with creativity, strategic thinking, and intelligence. The ads have already generated a massive increase in call volume,” said Ron Sohn, Director of Marketing, St.Vincent's Comprehensive Cancer Center.