Director: Justin Rossbacher
DoP: Joshua Echevarria

Color House: Company 3
Colorist: Jaime O’Bradovich

Duke Health

48 Hr Access

Duke Health is well known for its world-class treatment of rare and unique cancers but wanted to create a campaign making the community, and world, aware that they are that and more.

Their state-wide and national reputation is strong, but they wanted to ensure that their own community was aware of the top-tier care down the street, and a fast phone call away.

To achieve this, they launched the 48-hour access program with a guarantee that anyone who calls their hotline can see one of their renowned doctors within 48 hours.

This patient-centric campaign showcases experiences and exceptional care Duke Health is known for, reinforcing why they’re ranked #1 in North Carolina for cancer care.

Duke Health brought Cry on board to create a campaign that would resonate deeply. Together, we decided to highlight the experiences of real cancer survivors, whose authentic sound bites became the pillars of the TV and Radio spots that make up the campaign.

From Development through Post-Production, our collaboration ensured a premium experience, scheduling pre-interviews and pre-editing temporary spots using recorded audio from those interviews.

During filming, we worked hand-in-hand with Duke Health to keep the crew discreet while helping patients feel at ease in their one-on-one conversations with the director. Meanwhile, the Duke Health team, stationed in video village, communicated seamlessly with the director to ensure all key topics were covered.

We crafted A-roll cuts from these interviews to identify the most compelling pieces of each patient’s story, a focused approach that informed and guided our final three days of on-location filming.

The campaign's effectiveness was measured through a call-in number and landing page directly linked with Duke Health's 48-hour access program, simultaneously displaying just how well our campaign connected with the community.

In the end, our collaborative effort told a story that was both intelligent and heartfelt, positioning Duke Health as a leader in comprehensive cancer care, not just for rare cases and around the world, but for everyone in their community.