Roswell Park Super Bowl Ad Encourages WNY: “Let’s Start To Heal”

BUFFALO, N.Y. — Grateful, thankful and giving back. These are the sentiments that echo deeply in Roswell Park Comprehensive Cancer Center’s latest Super Bowl spot, “Let’s Start to Heal.” The center’s 60-second local television commercial will air in the Buffalo market during the Super Bowl on Sunday, February 7.

The incredible generosity of the Western New York community inspired the theme of this year’s spot. “Your outpouring of support over the past year has done so much good… more than you’ll ever know,” the piece affirms. “So we give back to you, like you so generously give to us. You’ve ignited the circle of giving.”

This is Roswell Park’s sixth year producing a Super Bowl commercial in-house through its Department of Marketing. The ad shows a series of photographs highlighting special moments — food donated to our frontline staff, flowers donated by Jack Eichel to our nursing team on Mother’s Day. Love is documented as patient Bob and his wife Mary finally tie the knot in a touching hospital wedding ceremony, and resiliency abounds as patients and Roswell Park staff begin to receive the COVID-19 vaccine.

“There’s no question that the pandemic turned our lives upside down, but as a community we met every challenge that came our way,” said Candace S. Johnson, PhD, President & CEO at Roswell Park. “We are honored to celebrate the positivity and strength that we saw in our patients, our team and our neighbors in a difficult year. And now we can rally around that important idea: As we look forward, let’s start to heal.”

As Roswell Park continues to bring hope to those who need it, we invite the public to share not only the commercial, but their stories of healing on social media using the hashtag #LetsStartToHeal. Learn more about the movement on our Let’s Start to Heal website. The full ad can be viewed on Facebook or Twitter.

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Roswell Park Comprehensive Cancer Center is a community united by the drive to eliminate cancer’s grip on humanity by unlocking its secrets through personalized approaches and unleashing the healing power of hope. Founded by Dr. Roswell Park in 1898, it is the only National Cancer Institute-designated comprehensive cancer center in Upstate New York. Learn more at www.roswellpark.org, or contact us at 1-800-ROSWELL (1-800-767-9355) or ASKRoswell@RoswellPark.org.