UHN’s Doctors of Thoracic Surgery (DOTS) wanted a campaign that would double the number of patients requesting an esophageal scope. Unfortunately, many symptoms of esophageal cancer (like heartburn and trouble swallowing) are often considered minor by the general public and remedied by over-the-counter medications. While conducting research, we also found that information on esophageal cancer was scattered and difficult to find. 

The result was a holistic awareness campaign that included print, radio, and powerful patient stories, as well as a custom-built microsite which provided patients with all the information they would need to spot early symptoms and find screening treatment.