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SAN FRANCISCO Young & Rubicam has developed an integrated campaign for the University of California Davis’ Cancer Center, the first time advertising has been used to urge cancer patients to participate in clinical trials, officials said.
Launched this month, the “Big C” campaign focuses on cancer patients’ options once they are diagnosed with the disease. A TV spot plays off the letter C, showing the letter changing into a series of words. A voiceover urges cancer patients to take control by participating in clinical trials.
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