Director: Justin Rossbacher
DoP: Joshua Echevarria

Color House: Company 3
Colorist: Jaime O’Bradovich

Duke Health

48 Hr Access

Duke Health didn’t just want to be known for their world class treatment of rare and unique cancers, but also to be known for their best in class care for more common cancers. They wanted their local community not only in the Durham area but also the Raleigh and Cary areas to know they could receive this world class cancer care locally.

On top of this, Duke was also unveiling their new 48 hour access program. They are guaranteeing being able to get a cancer appointment within 48 hours.

After Duke Cancer Institute was rated number one in North Carolina for cancer care, they saw the perfect opportunity to get the word out through a TV and Radio campaign. They wanted the spots to be patient-centric while also not hiding the fact that their providers are top notch.

Cry was commissioned to produce the tv and radio spots. Cry interviewed real cancer survivors. Their authentic sound bites would be the basis of all of the spots. The process entailed pre-interviews, editing temporary spots based on the organic sound bites captured during these pre-interviews. On the day of the interviews, the crew was hidden so it could be a one on one conversation with the director. The clients were in video village, yet had access to silently communicate directly with the director so he could modify and adjust invisibly in how the questions were being asked. The result was authentic interviews which covered all the key topics desired by the Duke Health marketing team.

The interviews were used to edit together A-roll cuts of the spots before on location filming occurred providing a highly focused approach to the final three shoot days.

The effectiveness of the campaign was measured through a unique call-in number and landing page directly linking with the 48 hour access program.