Case Study: Dana-Farber Cancer Institute – Yawkee Center for Cancer Care Launch Campaign


Dana-Farber Cancer Institute (DFCI) wanted to create a fully integrated campaign to launch their new, state of the art cancer center, the Yawkey Center for Cancer Care. They wanted to promote their new cancer care center for patients suffering from cancer in the New England region as well as nationwide. The challenges were multiple, as they needed to find an integrated marketing agency with strong production capabilities; creativity and strategic thinking to produce the multimedia launch campaign. The goal was to Generate great awareness within the community and the public, and DFCI chose Blue Wave Marketing.


Blue Wave’s marketing consultants and graphic designers produces the creative, theme, and branding for the building launch, “The New Face of Cancer Care”. We develop a comprehensive integrated marketing campaign to generate publicity and awareness within the community, which included local and national advertising, TV commercials, a launch event for the opening of the Yawkey Center for Cancer Care, and more. Blue Wave produced all of the media and conducted the media buys to support the launch, including:

  • Development and creation of campaign creative and tagline
  • TV commercial & Event Open Video
  • NY Times Print ads and local radio spots
  • Billboards and Outdoor flags
  • Digital Marketing & Web page design
  • Event banners and branded give-aways
  • Social media: online contests, virtual gifts, landing page
  • A series of online videos

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