AYA@USC: Supporting the Underserved Adolescent and Young Adult Cancer Community

I was introduced to AYA@USC through a personal connection—a colleague whose daughter was a cancer survivor, saved by the extraordinary efforts of Dr. Stuart Siegel. A pioneer in pediatric oncology and the head of Children’s Hospital Los Angeles, Dr. Siegel founded AYA@USC to address the unique challenges faced by adolescent and young adult cancer patients, a demographic often overlooked in terms of research funding, treatment options, and supportive services. AYA@USC was the first program of its kind in the United States, setting a new benchmark for patient care in this underrepresented group.

Collaborating with AYA@USC, my team developed a comprehensive fundraising strategy to support the program. Central to this effort was a suite of media assets designed to drive awareness and inspire action.

The cornerstone of the campaign was a traditional video, spotlighting the personal stories of young people who were undergoing or had completed cancer treatment. Through heartfelt interviews and compelling narratives, the video highlighted the adversity and resilience of these patients while calling for support to expand the program’s reach.

In addition, we produced an immersive experience that brought audiences face-to-face with these individuals. This intimate and vulnerable format allowed viewers to gain profound insight into the challenges faced by AYA cancer patients, fostering empathy and a deeper understanding of their journeys.