Thanks to an ongoing series of medical innovations and research breakthroughs in diagnosing and treating cancer, the oncology space is about as active as it’s ever been.

To that end, Gilead Oncology has rolled out a campaign built around the idea of “taking back” the possibilities that cancer steals.

In a series of videos, the campaign underscores the notion that “cancer steals possibility” but adds that at Gilead Oncology, “we’re taking it back.”

In the first, minute-long video, a narrator notes that “Cancer steals the moments that make us. [W]e refuse to accept that cancer can still take the ones we love. So we’re collaborating to create new possibilities for people with cancer.”

The video notes that Gilead is doing so by developing next-generation therapies and combinations to deliver improved patient outcomes and pursue health equity in access to address disparities in care.

“Together, we can transform how cancer is treated,” the narrator concludes. “We’re Gilead Oncology, and we’re helping to bring more life to people with cancer.”

In a second, longer video posted to Gilead Sciences’ LinkedIn page, two young cancer patients — Emma and Jaymie — discuss how cancer affects fertility and lead the audience through their personal journeys.

Jaymie notes that she was married on December 2 and diagnosed with cancer on December 20. When it came to the question of having kids, her doctor told her she wouldn’t be able to have kids on the medication.

“It immediately took it from me,” Jaymie says in the video. “I remember that was one of the first questions I asked the oncologist when I got into his office. ‘What does that mean for me to have kids?’”

For her, that meant going through the process of having her eggs frozen: “Whatever steps I needed to take to preserve fertility, I’m going to take those steps,” she says in the video.

The campaign launch comes as Gilead has made moves recently to invest in its oncology business, especially as its cancer pipeline helped buoy sales in its latest quarterly revenue report. 

Earlier this month, Gilead reported flat year-over-year revenues of $7.1 billion – but a 33% increase in oncology sales during the same period.

This fall, Gilead also reported its TROP2 agent Trodelvy showed potential in a Phase 2 study in patients with non-small cell lung cancer (NSCLC).

On the dealmaking front, Gilead also acquired XinThera earlier this year, with the goal of bolstering its oncology and inflammation pipeline. That acquisition gave Gilead access to XinThera’s two small molecule inhibitor programs – including one that targets PARP1 in cancer.

Gilead’s oncology arm Kite Pharma also recently decided to build upon its collaboration with Arcellx to pick up ACLX-001, a BCMA-targeted CAR-T cell therapy for multiple myeloma.

In a press release, Gilead Oncology noted the new cancer campaign seeks to reflect its growing ambition in oncology as well as provide “a full refresh” of the Gilead Oncology brand identity and brand story.