Agency: Leijas
Date: Oct 2017
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The John Theurer Cancer Center (JTCC) first turned to NYC boutique agency Leijas to solidify their messaging and approach. The agency focused on JTCC’s unique philosophy that includes the expertise of over 1,200 sub specialized leaders in the field of oncology. And what it learned was that it all boils down to patients.

JTCC treats cancer much differently, in three distinct and tangible ways – with optimism sparking resilience of the human spirit, the expertise of world-renowned specialists, and personal care and compassion. This combination of heart and science led to the value proposition “pushing science and innovation to heal the human body and spirit.” The approach was to truly connect with the patients and allow them to be the brand voice throughout the communication effort.

The goal of the campaign from JTCC, which breaks this month, is to raise awareness of JTCC – its unique approach to treating cancer told through the successful treatment of these four patients.


Advertising agency: Leijas, New York

Eric Rojas, chief creative officer

Mike Leibowitz, chief content officer

Josh Bull, art director

Ron Rosen, copywriter

John Dolan, photographer

Liz Kryshak, producer

Production company: Leijas Productions

Mike Leibowitz, director

Erik Nuenighoff, director of photography

Dior Rodriquez, editor