Roswell Park Super Bowl Ad Highlights a Cancer Survivor’s Commitment to ‘Celebrate Life’

BUFFALO, N.Y. — For cancer patients, the path from treatment and beyond can be measured in ups and downs, memories created and new ones on the horizon. Roswell Park Comprehensive Cancer Center’s Super Bowl ad, airing in the Buffalo market Sunday, February 12, illustrates how this journey inspires many cancer patients and survivors to  cherish such milestones — to celebrate life.

Sitting in a home office, a man looks at framed photographs of his kids, his significant other and loved ones. “I wouldn’t have made it without my family — my whole family. The kind you keep forever,” he says, as his eyes turn to a photo of him marking a birthday as a patient at Roswell Park, surrounded by his care team.

The commercial, inspired by the experiences of Roswell Park patients, was produced in-house by Roswell Park’s Emmy-award winning Department of Marketing. This is the eighth year the center has produced a Super Bowl spot for the local market.

“There are so many emotions running through your head when you’re first diagnosed with cancer and all along your treatment journey. But what are you feeling when you get home in those quiet moments you have to yourself? What are you looking forward to next? That is what we wanted to highlight,” says Amy Case, MD, Chair of Supportive Care and Lee Foundation Endowed Chair of the Department of Supportive and Palliative Care at Roswell Park. “Each and every milestone shared with your friends and family is priceless. How do you celebrate life?”

Roswell Park is previewing the video on its social media platforms this week, encouraging audiences to share their own comments and experiences highlighting how they are celebrating life and making new memories. Follow the conversation on Roswell Park’s Facebook, Twitter, Instagram and LinkedIn pages.

Note to media: A downloadable version of the ad is available upon request.

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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.