--- title: Bring Stories To Life --- IGNITE THE CONTENT CREATION ENGINE # Bring Stories To Life The highest elevation of storytelling, in my humble opinion, is when it gets the audience on a deeply personal and emotional level. When content is done right, it will accomplish great results. The [No One Missed](https://jpa.com/case-study/no-one-missed-how-jpa-health-made-biomarker-testing-in-lung-cancer-the-norm/) campaign I worked on at JPA Health set out to reach underserved demographics in the lung cancer community, such as Hispanics and African-Americans, who were lagging in the uptake of biomarker testing in their lung cancer journey. I connected with the patients myself, as a parent and a fellow human being. I am sure you will too. Below are examples of our tactics used as part of the strategy. ![JPA NOM Juanita top](https://michaelcontent.us/hs-fs/hubfs/JPA%20NOM%20Juanita%20top.jpg?width=2000&height=1764&name=JPA%20NOM%20Juanita%20top.jpg "JPA NOM Juanita top") “Without biomarker testing, I wouldn’t be here talking to you today.” ![JPA Juanita thumbnail](https://michaelcontent.us/hubfs/JPA%20Juanita%20thumbnail.jpg) Juanita Stave IV lung cancer survivor “They want to see cancer survivors, they want to look cancer survivors in the eye and know that there's hope.” ![JPA Clifford Norton thumbnail](https://michaelcontent.us/hubfs/JPA%20Clifford%20Norton%20thumbnail.jpg) Clifford Lung cancer survivor “There are so many new treatments available, it's not a death sentence any more.” ![JPA Mia thumbnail](https://michaelcontent.us/hubfs/JPA%20Mia%20thumbnail.jpg) Mia Lung cancer survivor “To be able to see life so clear, I am forever grateful for that.” ![JPA Mae thumbnail](https://michaelcontent.us/hubfs/JPA%20Mae%20thumbnail.jpg) Mae Lung cancer survivor #### Public Service Announcement Series More than 235,000 Americans are diagnosed with lung cancer each year, but only a fraction of those received comprehensive biomarker testing to help them receive the best possible treatment. This disparity is especially marked among seniors, African Americans, Hispanic Americans and people with lower socioeconomic status. The TV and radio spots in English and Spanish (40 variations in total) were produced to blanket the country, with emphasis on markets of significant targeted populations. This was a high-profile part of the whole campaign. ![JPA NOM social card](https://michaelcontent.us/hubfs/JPA%20NOM%20social%20card.jpg "JPA NOM social card") Radio spot 1: 60 seconds English No One Missed PSA radio 60s English 1:00 Radio spot 1: 60 seconds Spanish No One Missed PSA radio 60s Spanish 0:59 - 50M ##### total impressions - 1000+ ##### national/local media hits - 700K ##### website visits --- ![](https://michaelcontent.us/hubfs/JPA%20Juanita%20in%20camera%20LCD.jpg) #### Blog: how we told the stories of people living with lung cancer When you sit down with the talent behind your camera for a meal, you really get to know each other. You start talking about the “little” things in life—that’s when you know you are making friends. ... ... I couldn’t help but relate to her as a parent. I could not imagine how I would feel if I had to break that kind of news to my children, with looming terror that I might not see them grow up. #### Why I wrote the blog I felt so connected with the couple when we filmed them. Juanita's husband and I shared a lot of professional interests and we both converted from iPhone to Samsung Galaxy. Juanita felt so full of life and relatable, as a parent. I couldn't help sharing my experience on [jpa.com](https://jpa.com/no-one-missed-how-jpa-health-told-the-stories-of-people-living-with-lung-cancer/). --- #### From Hope Summit to Hope Gala Every year, the LUNGevity Foundation brings hundreds of lung cancer survivors, newly diagnosed patients and their caregivers to a conference, the Hope Summit, and fills everybody with community, support, and most importantly hope. We were tasked to make the most out of this gathering for content that can be used for the annual fundraising event, the Hope Gala. We came up with three ideas and the client loved them all. In the end, we produced this video we'd like to call "A Symphony of Hope." ![LUNGevity - 2023 Hope Gala - mosaic for hope video-1](https://michaelcontent.us/hubfs/LUNGevity%20-%202023%20Hope%20Gala%20-%20mosaic%20for%20hope%20video-1.jpg "LUNGevity - 2023 Hope Gala - mosaic for hope video-1") --- ## Thanks for reading More on content and storytelling in various forms [Make the Connection](https://michaelcontent.us/make-the-connection-feature?hsLang=en) Adamant HubSpot Theme by [Kohorta](https://kohorta.co) © 2026. All rights reserved