Banner Health and MD Anderson Cancer Center were launching a joint facility in Phoenix – Banner MD Anderson Cancer Center. The facility offers Arizona and the surrounding region access to care from the top-ranked cancer care provider in the world. Pre-campaign surveys showed that Arizona residents had very low (less than 6%) awareness of MD Anderson’s elite status. The campaign was designed to educate consumers on MD Anderson’s world-recognized position, and influence preference for the facility prior to the opening date. After launching the campaign, monthly web hits had more than doubled.