From Start to Finishing Cancer

The Purdue Institute for Cancer Research (PICR) is a National Cancer Institute (NCI)-designated basic laboratory cancer center with global impact but low public visibility. Its discoveries, which include FDA-approved cancer drugs and groundbreaking advances in cancer prevention, detection, and treatment, often remain behind the scenes. Our challenge was to elevate PICR’s profile and help reshape public understanding of the foundational role basic science plays in combating cancer and improving health.
"From Start to Finishing Cancer" provided a powerful creative platform to tell this story. More than a tagline, the phrase became a declaration of purpose, expressing PICR’s unique position in the cancer research continuum. It reflects how the institute’s work focuses on cancer’s origins by studying the biological beginnings of the disease and pursuing the ultimate goal of eliminating it.
The campaign was executed as a fully integrated effort across paid digital display, paid search, organic and paid social media, out-of-home placements, event-based activations, and donor-facing communications. A cohesive visual identity anchored the creative, with human-centered photography of PICR researchers complemented by bold, accessible messaging. Campaign executions reinforced the core idea that basic research is indispensable to discovery and to advancing real-world, cancer-fighting solutions that save lives.
In addition to driving external awareness, the campaign fostered greater internal alignment. Faculty, staff, leadership, and advancement teams adopted the campaign language to articulate PICR’s impact more clearly and consistently, both within the university and across public-facing and donor-facing communications. The creative platform gave the institute a unified message that transcends individual campaigns.
"From Start to Finishing Cancer" successfully established a clear and memorable voice for PICR that resonates both internally and externally. The platform continues to serve as an enduring foundation for the institute’s communications and engagement efforts, shaping everything from institutional marketing to fundraising campaigns such as PICR’s annual 5K Challenge. It continues to help position PICR as a driving force in the global fight against cancer.