City of Hope launches Spanish-language integrated communications campaign to meet the needs of the Hispanic communityMarch 7, 2016
‘The Miracle of Science with Soul’ campaign features doctors, researchers, cancer patients and their families working together to achieve medical miracles and save lives
City of Hope
DUARTE, Calif. — City of Hope today announced the launch of its first-ever broad, integrated Spanish-language communications campaign to reach the Hispanic 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.
“At City of Hope, we strive to provide our patients with comprehensive, individualized care supported by the latest scientific discoveries,” said I. Benjamin Paz, M.D. “Unlike most cancer centers, we treat our patients a few steps away from our medical research facilities, where physicians and scientists work tirelessly to develop medical breakthroughs that will result in lifesaving treatments.”
It is estimated that cancer is the leading cause of death among U.S. Hispanics, with more than 22 percent of total deaths in 2012 being cancer-related. It is critically important to educate U.S. Hispanics on the benefits of early detection and treatment. According to the most recent cancer figures in the U.S., about one in three Hispanics will be diagnosed with cancer in his or her lifetime. The American Cancer Society also estimates that one in five Hispanic men and one in six Hispanic women will die from cancer.
“You have cancer” is the last thing anyone wants to hear. While in her early 40s, Amelia Tena learned that her breast cancer had returned less than two years after the first diagnosis. She decided to search for specialized care at a comprehensive cancer center and found City of Hope. A Hispanic immigrant who came to the U.S. to work hard and achieve her own American dream, Amelia persevered, and eventually she beat cancer.
“Going to City of Hope was the best decision I ever made,” Amelia said. “I felt reassured to find doctors and nurses who spoke Spanish and who helped me with my treatment and surgery options. I had a whole medical team working for me, and together with my determination and my family’s support, they helped me beat cancer.”
With a focus on individual patients as well as their disease, 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.
Amelia is a living testament of how City of Hope works with patients, and her remarkable story was the inspiration for City of Hope’s new Hispanic brand campaign. A nine-year cancer survivor, Amelia lives an active lifestyle, practicing tai chi and taking long walks with her husband. She also serves as an ongoing volunteer at City of Hope, counseling Spanish-speaking patients who visit the treatment center.
“I am so grateful for the care I received at City of Hope and for the many resources they offer patients and their families,” said Amelia. “I recommend City of Hope to anyone who wants compassionate care in their language of preference, along with a team of doctors and scientists whose mission is to save lives.”
The campaign was developed based on key insights resulting from qualitative research conducted among Latino cancer patients and their caregivers. It includes Spanish-language TV, radio, print, digital and outdoor advertising, as well as online and social media.
To learn more about City of Hope, please visit www.cityofhope.org/espanol.
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.