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SCCA to Debut New Ads During Local Super Bowl Broadcast Local Super Bowl TV Spot Reiterates Patient Care Focus, World-Class Partners

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SCCA to Debut New Ads During Local Super Bowl Broadcast Local Super Bowl TV Spot Reiterates Patient Care Focus, World-Class Partners SCCA To Debut New Ads During Local Super Bowl Broadcast Local Super Bowl TV spot reiterates patient care focus, world-class partners SEATTLE – (Feb. 5, 2016) – Following the success of its recent brand relaunch, Seattle Cancer Care Alliance (SCCA) will kick off its 2016 advertising campaign with a television commercial debuting during the local broadcast of the Super Bowl on Sunday, Feb. 7, on CBS affiliate KIRO-TV. Three additional TV ads will air in the weeks after, and all will run through June. The campaign is designed to convey the strength of SCCA’s three alliance partners—Fred Hutchinson Cancer Research Center, Seattle Children’s and UW Medicine—and how “Better Together” translates into better outcomes for patients in the treatment of cancer. The broader advertising campaign will include radio, billboards and print ads, as well as a microsite featuring patient stories. Each ad will feature an SCCA patient with his or her care team and will highlight how the strength of the alliance partnership allowed each patient to get back to the things that were important to them in their lives. The first ad, featuring a patient named Jenna, will show how her care team used a revolutionary cord blood transplant to beat her leukemia and get her back to breakdancing. (See accompanying print version of Jenna’s ad for example.) “Better together isn’t just a tagline or marketing hook. It defines how we operate as an organization to provide our patients with the best possible outcomes based on what matters most to them and their life. Our standard of care includes figuring out what “better” means for each patient and helping get them there,” said Holly Rosenfeld, director of marketing and communications for SCCA. Seattle Cancer Care Alliance harnesses the expertise of doctors and researchers from Fred Hutch, Seattle Children’s and UW Medicine to treat thousands of patients from around the world each year. Named in the Top Five Best Cancer Hospitals in the U.S. by U.S. News & World Report for 2015-2016, SCCA is viewed as a global leader and innovator in the research and treatment of cancer, particularly in the areas of clinical trials, immunotherapy and transplantation. SCCA partnered with Green Rubino, a full service, integrated marketing agency based in Seattle, known for its ad campaigns with Fred Hutch, Seattle Children’s, Delta Dental and Sound Transit. For patients like Jenna, the ads are a special reminder that access to the latest clinical trials and a team of experts can make all of the difference in cancer treatment. Jenna was treated at SCCA starting in 2012 for acute myelogenous leukemia (AML), a form of childhood leukemia. In Seattle, Jenna’s ad will run during the Super Bowl itself, as well as during the following shows Sunday: • 8-9 a.m.: NFL films Pre • 10-11 a.m.: Phil Simms Show 825 Eastlake Ave. E. P.O. Box 19023 Seattle, WA 98109-1023 855-557-0555 • 11-noon: Super Bowl Pregame 1 • 2-3 p.m.: Super Bowl Pregame 2 • 3-7 p.m.: Super Bowl • 7-8 p.m.: Stephen Colbert • 8-9 p.m.: KIRO Postgame • 9-10 p.m.: James Corden/News • 10-11 p.m.: Scorpion • 11-11:35 p.m.: News Also on Sunday, Jenna’s and one other patient’s stories will be visible on Seattle Cancer Care Alliance’s YouTube channel, in print advertisements and on the microsite, which is designed to share a more in- depth view of each patient’s’ personal story. The focus of this campaign is to underscore the broad mission of Seattle Cancer Care Alliance: to be at the forefront of science and patient care to keep the people it cares for living better, longer, richer lives. ### About Us Seattle Cancer Care Alliance brings together the leading research teams and cancer specialists from Fred Hutch, Seattle Children’s and UW Medicine. One extraordinary group whose sole purpose is the pursuit of better, longer, richer lives of our patients. Based in Seattle’s South Lake Union neighborhood, SCCA has six clinical care sites, including a medical oncology clinic at EvergreenHealth in Kirkland, Washington; medical and radiation oncology clinics at UW Medicine/Northwest Hospital & Medical Center in Seattle, Washington, as well as Network affiliation with hospitals in five states. For more information about SCCA, visit seattlecca.org. CONTACT: Karen Brandvick-Baker, 206.288.7239 (office) Jessica Cothran, 206.288.1173 206.659.2187 (cell) [email protected] [email protected] Together, we’re making sure Jenna doesn’t miss a beat. Fred Hutch · Seattle Children’s · UW Medicine At Seattle Cancer Care Alliance, we treat cancer care differently. It’s care that combines the powerful science and devoted collaboration of Fred Hutch, Seattle Children’s and UW Medicine to give patients the best chance of getting better. For Jenna, that meant access to a lifesaving cord blood transplant when a bone marrow match wasn’t available. Pictured with Jenna: Dr. Paul Carpenter, Blood and Marrow Transplant Physician; It’s one-of-a-kind care that moves patients, like Jenna, past boundaries Joan Suver, Pediatric Oncology Physician Assistant; Dr. Colleen Delaney, Cord Blood Transplant Program Director. and towards hope. Learn more about Jenna’s story at SeattleCCA.org..
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