The Cancer Center at Saint Mary’s was a department of a local Grand Rapids, Michigan hospital that was in fierce competition with other medical providers. The organization sought to increase the brand awareness of its state of the art cancer treatment department. A comprehensive marketing campaign was developed that included print advertising, outdoor, radio, and television and become affectionately known as the “hopeless, helpless, alone …never” campaign. The campaign quickly became one of the hospital’s most successful and was the springboard for a capitol fundraising effort that propelled the department into a fully fledged cancer treatment facility. To this day, the “hopeless, helpless, alone …never” campaign has become a benchmark for marketing efforts by the hospital.