“Self-V” for Victory over Cancer

Janssen Oncology’s Victories Over Cancer campaign set out to change what a cancer diagnosis can mean by shifting the narrative from fear to hope. Built on the belief that even the smallest wins are worth celebrating, the campaign highlighted Janssen’s commitment to developing transformative, precise treatments that could one day make cancer a manageable, even curable, condition. To bring that mission to life, Janssen activated a social-driven campaign across major medical conventions in San Diego and Chicago by creating a custom-built photo booth invited attendees to strike a “V” for Victory and share their photo with #VictoriesOverCancer, which triggered a $1 donation per post from the Johnson & Johnson Foundation. With over $10,000 raised, the booth became a hub of engagement and solidarity within the oncology convention community.