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Special Project

Special Project
From the 5th Annual Shorty Social Good Awards

“With Love, Me” presented by Your Cancer Game Plan

Winner in Healthcare & Pharma

Entered in Video Series


Merck Oncology is committed to fighting cancer on all fronts and providing patients and caregivers with support beyond medicine. In this spirit they addressed a need heard time and again across the cancer community: people facing cancer primarily seek to connect with others who have gone through a similar experience.

In collaboration with more than a dozen patient advocacy groups, Merck asked patients and caregivers: “What advice would you give yourself on the first day of your diagnosis?”

The result was “With Love, Me”— an integrated campaign featuring the heartfelt stories of people who have battled cancer either as fierce survivors or loving caregivers, sharing their hard-earned wisdom in the form of letters to their former selves. Journalist and cancer awareness and research advocate, Katie Couric, who lost her husband and sister to the disease, served as campaign “storyteller” to share the compelling narratives of those affected by cancer.

Strategy and Execution

Our objectives:

Our strategy:

Our Creative Execution


The campaign exceeded all benchmarks with significant results as the video content spurred new highs in website traffic and video views. To date:


Video for “With Love, Me” presented by Your Cancer Game Plan

Entrant Company / Organization Name

Real Chemistry, Merck


Entry Credits