There really isn’t much that’s pretty about cancer. The word alone causes most people to have a visceral reaction—thinking about friends and loved ones who have suffered, or the awful possibility of what the future might hold. This isn’t just true of patients; doctors are people, too; people who want to do whatever they can to ease patients’ fears and limit the impact of the disease. Fortunately, as research advances and care improves, more and more of the stories about cancer have happier endings. And that’s a story worth telling. So with this campaign, we personified US Oncology’s mission: helping physicians help their patients find hope and optimism in otherwise ugly words.