Seattle Cancer Care Alliance Updates, Relaunches Brand Redesigned logo reiterates founding partner strength, patient care commitment

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1 Seattle Cancer Care Alliance Updates, Relaunches Brand Redesigned logo reiterates founding partner strength, patient care commitment SEATTLE (Oct. 6, 2015) Seattle Cancer Care Alliance (SCCA) has grown in the last 15 years from a collaborator in the fight against cancer to a global leader and innovator in revolutionizing research, prevention and cure of several cancers and other diseases. Today, SCCA is taking another step forward with a new logo, identity, and voice that better reflect the reality of what SCCA is as an organization. The updated brand features a new logo and tagline (Better Together) that are designed to reiterate the strength the alliance offers patients in partnership with its three founding partners, Fred Hutchinson Cancer Research Center (Fred Hutch), Seattle Children s and UW Medicine. This is a new day for Seattle Cancer Care Alliance in terms of a new logo and tagline, while our commitment to patients -- through innovative clinical research and leading-edge treatment that results in some of the highest survivor rates of any cancer hospital -- remains the same, said Fred Appelbaum, M.D., executive director and president of SCCA. This year alone, the organization increased prominence in oncology care, clinical expertise and groundbreaking research. Named in the Top Five Best Cancer Hospitals in the U.S. by U.S. News & World Report for , SCCA is viewed as a global leader and innovator in the research and treatment of cancer, particularly in the areas of clinical trials, immunotherapy and transplantation. Seattle Cancer Care Alliance was founded in In 2014, more than 300 oncologists, surgeons, radiation oncologists, and many other clinicians treated more than 7,000 patients for many types of cancer including leukemia, lymphoma, breast, prostate, lung, and colon cancer. Today, Seattle Cancer Care Alliance continues to serve thousands of patients from around the world. For patients like Cheri (who goes by the nickname Pedee ), the rebranding is a sanguine sign of SCCA s milestones and progress. Pedee was treated at SCCA last year for an advanced form of pancreatic cancer. I am a survivor, someone who is not supposed to be here today, said Pedee, a Seattle resident. Every time I think of SCCA, I think of my life. I put my whole trust in them. With the new logo, well, to tell you the truth, it reminds me of the sun, hopeful and a new day. Makes me happy. SCCA s refresh is more than a new logo and look. It underscores its commitment to keep the people it cares for living longer, better, healthier lives. Every individual patient (represented by the central white circle) has SCCA s complete focus. Everything it does, and every decision they make, is in service of that patient. 825 Eastlake Ave. E. P.O. Box Seattle, WA

2 SCCA s strength comes from its alliance (represented by unifying yellow dots) and brings together leading-edge researchers and cancer specialists at Fred Hutch, Seattle Children s and UW Medicine. Every person in the alliance is part of the team making a difference in the patient's life. The institution s new voice and look will appear on its website, future advertising, and communications with partners, including SCCA Network Member institutions. SCCA revised its look for the digital age, creating a better experience for patients, physicians and the public to learn more about SCCA online at seattlecca.org The new brand will be visible throughout the Seattle-King County region through billboards, signage and a South Lake Union Trolley wrap that declares Better care, better outcomes, better together, reflecting the strength of the three founding partners (see examples on page 3). This foundational strength, combined with the doctors, nurses, care teams and services, are just a few of the reasons patients continually select Seattle Cancer Care Alliance for their care (see accompanying patient profile examples). ### About Us Seattle Cancer Care Alliance brings together the leading research teams and cancer specialists from Fred Hutch, Seattle Children s and UW Medicine. One extraordinary group whose sole purpose is the pursuit of better, longer, richer lives of our patients. Based in Seattle s South Lake Union neighborhood, SCCA has six clinical care sites, including a medical oncology clinic at EvergreenHealth in Kirkland, Washington; medical and radiation oncology clinics at UW Medicine/Northwest Hospital & Medical Center in Seattle, Washington, as well as Network affiliation with hospitals in five states. For more information about SCCA, visit seattlecca.org. CONTACT: Karen Brandvick-Baker, (office) (cell) kbrandvi@seattlecca.org

3 PATIENT PROFILES Available for Interview Cheri ( Pedee ), 66, pancreatic cancer survivor She was in the peak of her health, living her dream on her horse ranch in Baja California. On her 65 th birthday on July 24, Pedee learned her bout with jaundice signaled a greater health threat: an advanced form of pancreatic cancer. Doctors told her she would not live to see Christmas. My life changed that day and was ripped out from under me, she said. She traveled to Seattle, where she received specialized care from SCCA s Pancreatic Cancer Specialty Clinic. On her 66 th birthday this year, Pedee learned she was cancer free. Today, she is a member of the 5 percent survival club for this particular type of cancer. She is also making plans for Christmas. Kevin, 40, lymphoma survivor Kevin is a popular hometown hero with a big heart. He devoted his time and life to helping others. He is a former special education teacher, entrepreneur, and Seattle beer vendor. Supporting his hometown Mariners and Seahawks teams and making plans for his future with his partner, Annie, filled the 40-yearold s time and days. Kevin never dreamed that something called Hodgkin s lymphoma would become something he had to worry about. Hodgkin s lymphoma is caused by malfunctioning lymphocytes, white blood cells that usually help our bodies fight infection. It is much less common than the other main type of lymphoma, non-hodgkin s lymphoma. He was diagnosed last fall. Going through the quandary of the diagnosis was truly intense. It was scary, nerve-wracking, Kevin said. As a patient at SCCA, he received expertly targeted and delivered care, tailored to his specific type and stage of cancer. The doctor, the support, the care, the attention during my treatment was special. They made me feel special. The best part of Kevin s care: His cancer went into remission earlier this year. The load he carries these days trays of beer for sale at Seahawks games.

4 Visual Changes and Updates: Website, Signage, Billboards and Trolley Here s what you can expect to see: A billboard on Fairview and Valley with the new logo and branding is live (see Attachment I). Outdoor signage in close proximity to the clinic is live (see Attachment II). Visual changes to the website, SCCA social media channels, and interior clinic signage will take place later this week (see Attachment III). Patient appreciation events are taking place in the clinic throughout the week. A South Lake Union trolley, wrapped with the new logo and branding, debuts on Nov. 1 (see Attachment IV). Attachment I Billboards

5 Attachment II Outdoor sign

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7 Attachment III Website at seattlecca.org

8 Attachment IV South Lake Union Trolley