Giving to cancer hospital is generally though of as an act of altruism – a gift or contribution that helps someone you will probably never know. We approached differently.

What if the gift was a type of insurance in case someone you know or love was ultimately the one in need of MSK’s great work. That seemed like a pretty strong insight on which to build a campaign.

The challenge was to execute against it in a way that was hopeful and positive while staying away from hospital cliches.