“Above and Beyond” campaign raises awareness of the biomedical research institution’s lifesaving mission and impact
March 14, 2016
City of Hope
DUARTE, Calif. — City of Hope today announced the launch of its first broad, integrated Chinese-language communications campaign to reach the Chinese-American community in Southern California. This multichannel campaign features stories from City of Hope cancer survivors, and highlights how doctors partner with researchers to create innovative treatments that help patients beat cancer and live fuller lives.
“Our physicians at City of Hope are some of the most known and well-respected in the cancer field,” said Elizabeth Budde, M.D., Ph.D., assistant professor in City of Hope’s Department of Hematology & Hematopoietic Cell Transplantation and a hematologist oncologist. “City of Hope is committed to healing the body with innovative, lifesaving treatments, and ensuring that our comprehensive care treats the whole person, not just the illness. City of Hope wants our patients and their families to feel comfortable and confident when they are confronting cancer.”
It is estimated that cancer is the leading cause of death among Asian-Americans with more than 27 percent of total deaths in 2012 being cancer-related. It is critically important to educate Asian-Americans on the benefits of early detection and treatment. According to the most recent cancer figures in the U.S. from the American Cancer Society, about one in three Asian-Americans will be diagnosed with cancer in his or her lifetime.
“You have cancer” is the last thing anyone wants to hear. While in his late 30s, Alex Tung learned that he had a rare form of leukemia and needed a bone marrow transplant to live. As the only son of a Chinese immigrant single parent, Alex wanted to beat cancer not only for himself, but also for his mom. When Alex’s initial, six-month search for a bone marrow donor proved unsuccessful, he enrolled in a clinical trial at City of Hope that used stem cells from umbilical cord blood, instead of from bone marrow. With the support of his family and the research and treatment from City of Hope, Alex has been in remission for more than a year.
“City of Hope was, without a doubt, the best place for me to receive cancer treatment,” Alex said. “At City of Hope, I felt like I was at a center where everyone and everything is dedicated and designed to help people beat cancer and survive. My doctor also speaks Chinese, which is very important to my mom so that she could understand my condition and help me make the best decisions.”
Alex is a living testament of how City of Hope works with patients. Alex is now recovering from his transplant and making every effort to enjoy outdoor activities and continue spending time with his mom. He maintains a strong relationship with City of Hope and often attends community events to share his success story with others.
“Thanks to City of Hope, I’m still here,” said Alex. “The name ‘City of Hope’ truly reflects the feeling they instill in their patients, including me. Because of the comprehensive care I received from doctors and staff who wholeheartedly cared for my well-being, I beat cancer and feel a renewed sense of hope in my life again.”
As Alex’s story demonstrates, City of Hope’s multidisciplinary care teams collaborate to treat both the physical and emotional needs of their patients. City of Hope offers comprehensive assistance for patients and their families through patient education, support groups, social resources and mind-body therapies to help patients return to a full, vigorous life.
City of Hope’s Chinese-language campaign was developed based on key insights resulting from qualitative research conducted among Chinese cancer patients and their caregivers. It includes Chinese-language TV, radio, print, digital and outdoor advertising.
About City of Hope
City of Hope is an independent research and treatment center for cancer, diabetes and other life-threatening diseases. Designated as a comprehensive cancer center, the highest recognition bestowed by the National Cancer Institute, City of Hope is also a founding member of the National Comprehensive Cancer Network, with research and treatment protocols that advance care throughout the nation. City of Hope’s main hospital is located in Duarte, California, just northeast of Los Angeles, with community clinics throughout southern California. It is ranked as one of "America's Best Hospitals" in cancer by U.S. News & World Report. Founded in 1913, City of Hope is a pioneer in the fields of bone marrow transplantation and genetics.