Karmanos Cancer Institute reveals the next era of the “Cancer is a Beginning” campaign to inspire recently diagnosed patients across the state


The Barbara Ann Karmanos Cancer Institute launches the second year of its “Inspired” campaign by encouraging the public to see a cancer diagnosis as an opportunity to think bigger, broader, and more optimistically: “Cancer is a Beginning.” A new journey to encourage patients to reach goals that previously appeared unattainable will be supported by visuals, TV ads, radio spots, billboards, and print and digital advertisements, which viewers will be immersed in. This new campaign phase is a continuation of the 2022 campaign that Michigan citizens saw from the comprehensive cancer centre authorised by the National Cancer Institute (NCI). This campaign renewal, with its headquarters in Detroit and 15 locations around Michigan and northern Ohio as a part of McLaren Health Care, seeks to inspire the 47 counties’ communities Karmanos serves.

Triumphs of all kinds.

Karmanos developed the inspiring campaign on connection and purpose. For viewers, it provides a glimpse through the eyes of people who regularly witness the victories of cancer patients.

“At Karmanos, we not only provide the best care for our patients, but we empathize with them and their experiences. Their joys become our joys. Their sorrows, our sorrows. Their laughs, our laughs”, “It was essential for us to share patients’ voices and perspectives throughout this campaign. We wanted to adjust the lens on what hope can look like after receiving a cancer diagnosis. This campaign dares to define hope — a step further than stating that we give hope.”

Tamara Collins, Vice president of Marketing and Business Development, Karmanos

An intimate look into a cancer survivor’s path is on display, along with the goals she achieves following her moment of victory—ringing the bell at Karmanos—and an explanation of what gave her the motivation to live a life beyond cancer. Her narrative is strong, broad in reach, and motivating to others.

It’s Not Over: Strengthening Stories.

The new TV and radio ads use the phrase “It’s not over.” Every day at Karmanos, patients share their experiences and acknowledge that, unlike what some may have believed at first, receiving a cancer diagnosis is not the end of the world. Instead, it might signal the beginning of a journey that will change everything.

Many patients who seek treatment at one of the Karmanos facilities have shared their triumphant and awe-inspiring tales. Karmanos thinks that your best tomorrow is still ahead of you. Cancer can expose hidden abilities, unanticipated chances, a change in attitudes and actions, a shift in beliefs, and a fresh outlook on life. Cancer affects patients’ lives, but it does not define them. Cancer stimulates research, the development of new interests and goals. Visit karmanos.org/patient-stories to read about how patients with Karmanos have embraced their experience.

A journey to a new beginning.

Every year, oncology care providers across the Karmanos Cancer Network see more than 12,000 new patients. Patients have access to more than 250 potential new treatments, many of which are only offered at Karmanos because it is one of Michigan’s top cancer treatment facilities. The employees at Karmanos live by the motto, “It’s our calling to provide you your greatest shot forward.”

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