national comprehensive cancer network

When “bagging it” means saving lives.

If you or a loved one has ever been treated for cancer, chances are that the oncologist used guidelines developed by the National Comprehensive Cancer Network (NCCN), a consortium of the nation’s top cancer centers.

In support of that broader mission, we helped NCCN brand and promote a campaign designed to prevent a rare but lethal medical error. Our Just Bag It campaign made clear how to handle the chemotherapy drug vincristine: lethal when administered by spinal injection, but safe when diluted and delivered via a 50ml mini-IV drip bag. NCCN CEO Robert W. Carlson, MD had cared for a patient, Christopher Wibeto, after this mistake was made at another hospital. He watched, distraught, as Christopher’s condition deteriorated and he died. When Dr. Carlson became CEO of NCCN, he vowed to take action to prevent future errors.

what we did

Media relations
Campaign communications + branding
Strategic communications
Web content

“It’s really important that we realize that these avoidable medical errors are not just a statistic. What is important about them is that they impact people in a very strong and negative way.”

robert w. carlson, m.d.

From “NCCN launches ‘Just Bag It’ campaign to prevent deadly medical error in vincristine administration”

medical education hits home

To provide professionals with fuller instruction, we created a video demonstration of safe practice, and press materials. We also organized a news conference with an affected family. To extend buy-in and reach, we partnered with the Institute for Safe Medication Practices and NCCN’s member centers.
“We are proud and honored to be part of this campaign. If it saves even one life, Christopher’s death will have made a difference.”

debra wibeto

Christopher’s Mother

NCCN met its goal of


signing onto the safety protocols.


the FDA convinced Pfizer to change its labeling to prevent the error.

Let’s make something
brilliant together.
Let’s make something
brilliant together.
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