NYU Cancer Institute Unveils New Advertising Campaign

"Any Given Moment" Captures Powerful Human Experiences Emerging from the NYU Cancer Institute

New York, March 25, 2010-The NYU Cancer Institute, an NCI-designated cancer center at NYU Langone Medical Center, launched a new advertising campaign highlighting real stories emanating from the center. Using images of real patients, nurses and doctors, the campaign highlights some of The Cancer Institute's core clinical care and research strengths.

"At the NYU Cancer Institute, we are translating knowledge about the origins of cancer into the most advanced treatments in a setting where the patient always comes first" said William L. Carroll, MD, The Julie and Edward J. Minskoff Professor of Pediatrics, director, NYU Cancer Institute. "The ads put a human face on the mission of the NYU Cancer Institute -- namely to deliver the latest breakthroughs in cancer care, including individualized treatment for each patient to optimize outcomes, in a compassionate and supportive environment."

The campaign, entitled "Any Given Moment", consists of unique "stories," each featuring a specific area of clinical expertise, including melanoma, breast, lung and prostate cancers, or institutional attribute such as the quality of the nursing care or the intellectual "capital" of the physicians and researchers. For example, one ad features three prostate cancer survivors one of whom is 80-years old rides his bike to each of his appointments. A second captures a nurse offering her hand in support to her patient who she has seen through multiple rounds of chemotherapy over several years. Another shows researchers at work in the lab focused on developing a vaccine for melanoma.

NYU Cancer Institute's "Any Given Moment" campaign was developed by ArnoldNYC and photographed by photographer and photojournalist Peter Turnley. In addition to appearing on cancer and health-related websites, "Any Given Moment" ads will appear in print in The New York Times Science Section through the end of May.

The NYU Cancer Institute was ranked one of the top two cancer centers in New York and in the top 25 of cancer centers nationwide, in US News & World Report's "2009-10 America's Best Hospitals" Listing. The NYU Cancer Institute also received the highest designation for nursing excellence, the prestigious Magnet Award.

About The Cancer Institute at NYU Langone Medical Center:

The NYU Cancer Institute is an NCI-designated cancer center. Its mission is to discover the origins of human cancer and to use that knowledge to eradicate the personal and societal burden of cancer in our community, the nation and the world. The center and its multidisciplinary team of experts provide access to the latest treatment options and clinical trials along with a variety of programs in cancer prevention, screening, diagnostics, genetic counseling and supportive services. For additional information, please visit: www.nyuci.org.

About NYU Langone Medical Center:

NYU Langone Medical Center is one of the nation's premier centers of excellence in healthcare, biomedical research, and medical education. For over 168 years, NYU physicians and researchers have made countless contributions to the practice and science of health care. Today the Medical Center consists of NYU School of Medicine, including the Smilow Research Center, the Skirball Institute of Biomolecular Medicine, and the Sackler Institute of Graduate Biomedical Sciences; and the NYU Hospitals Center, including Tisch Hospital, a 705-bed acute-care general hospital, Rusk Institute of Rehabilitation Medicine, the first and largest facility of its kind, and NYU Hospital for Joint Diseases, a leader in musculoskeletal care, a Clinical Cancer Center and numerous ambulatory sites.

Media Inquiries:

Office of Communications

NYU Langone Medical Center

(212) 404-3555

Thursday, March 25, 2010