Our annual showcase presenting some of the best work from agencies serving the life science industry from the past year. Each agency explains the creative process behind their campaign and lists the people responsible for working on it.
Saltzman Research Lab at The University of Minnesota
Daniel Saltzman, MD, Chief of Pediatric Surgery at the University of Minnesota Amplatz Children’s Hospital, is developing a brilliant new cancer therapy that kills cancer cells without any toxic side effects. To advance this research to human trials, he needed to raise $500,000 in bridge funding or risk shutting down his lab. Enter Project Stealth. StoneArch developed Project Stealth as a brand and campaign that upended the stodgy image of clinical research with passion and urgency. The campaign’s compelling story balanced hard science with human interest, and its singular message—HELP FUND A SNEAK ATTACK ON CANCER—resonated with audiences beyond the medical community.
The pro bono campaign included a dedicated website (projectstealth.org), branded social media channels, a Kickstarter-style video, brochure, media kit, TEDx talk and live events. With no budget for paid media, StoneArch spread the word through an aggressive social media campaign and a collaboration with StoneArch PR partner Pineapple RM. Since its launch in September 2013, Project Stealth has raised more than $160,000 and has been featured in the Star Tribune, Pioneer Press and Crowdfund Insider, on CBS Minnesota radio and TED.com.