As part of our ongoing work for Memorial Sloan Kettering (MSK) Cancer Center's "More Science. Less fear." campaign, we learned about Danny Soto, a second-generation Hoboken firefighter with Stage 4 Colon Cancer.

Learning about Danny also meant coming to understand the staggering cancer risks that all firefighters risk, and how little is done in the way of early detection. This inspired the Digitas team to concrete "Ladder Up", a grassroots prevention organization funded by MSK with the goal of raising public awareness and providing free cancer screenings for firefighters in the Tri-State area.