Patients often feel they have to travel hundreds of miles to capital cities to get the best treatment. UPMC International, part of the huge US academic medical center, found this applied to the Whitfield cancer treatment centre in the far south of Ireland. It confronted this head-on with its "I chose to have my cancer treatment close to home campaign" and a re-branding of the entire operation. The application looks at precisely how UPMC, and its partners, built the campaign and with what results.