Meeting/Event Information

Becoming an Inclusive Brand: Moffitt’s Journey of Courage

October 15, 2020
8:30 AM - 9:30 AM

PRSA Tampa Bay Zoom meeting

Well-known brands have often over invested in stereotypes like Aunt Jemima, and undervalued the ROI from diversity and inclusion programs. 

More and more, well-known brands are discovering it is well past time to rethink the use of racial stereotypes in marketing and branding efforts, while also recognizing that making diversity and inclusion a top priority can have a positive impact on their reputation and bottom line. One recent example was this past summer when Quaker Oats, a subsidiary of PepsiCo, announced it would develop a new name and image for its Aunt Jemima brand of syrup and pancake mix. By contrast, one major local organization, the Moffitt Cancer Center, will discuss how its sustained investment in diversity and inclusion contributes to a successful branding and PR strategy. Based on a “courageous” campaign, built on inclusivity and the unique qualities, attributes and experiences of its workforce and clients, it successfully drives revenue and market share for the Cancer Center.

Join Cathy Grant, senior director, Moffitt Diversity, and Josh Adkins, senior director, strategic marketing, as they share how the Moffitt Cancer Center’s focus on equity contributed to the success of its Courage campaign.

Tickets:
Members and PRSSA students: FREE
Guests: $15 (speaker surcharge for future events) 

Meet our speakers:


Cathy Grant, MPA, CDM
Sr. Director, Moffitt Diversity
Moffitt Cancer Center
Tampa, FL

Cathy Grant is the Senior Director of the Moffitt Diversity team at Moffitt Cancer Center, Tampa, FL. Under her leadership the cancer center has advanced to become a nationally recognized diversity & inclusion leader.  Cathy leads an interdisciplinary team of diversity & inclusion professionals focused on diversity & inclusion, cultural and linguistic competence, supplier diversity, health disparities and community engagement.

During Cathy’s tenure, the Moffitt Cancer Center has ranked top 10 by DiversityInc on their annual list of Top Health and Health Systems for four consecutive years; was recognized by the American Hospital Association as a Healthcare Equity Honoree; and has been designated as a Leader in LGBTQ+ Healthcare Equality for 9 consecutive years by the Human Rights Campaign, among many other accolades. 

Cathy is a graduate of City University of New York, where she earned a Master of Public Administration. She is also earned a Certificate in Diversity Management in Health Care (CDM) from Georgetown University and the Institute for Diversity & Health Equity.  She serves as a member of the Institute for Diversity & Health Equity - American Leadership Council, and is a Co-Chair of the Governance Committee and member of the Tampa Museum of Art, Board of Trustees.  Cathy is also a graduate of Leadership Tampa 2020.


Josh Adkins
Senior Director of Brand Strategy & Marketing 
Moffitt Cancer Center
Tampa, FL

Josh Adkins is the Senior Director of Brand Strategy & Marketing for Moffitt Cancer Center and is responsible for overseeing the strategy, planning, development and execution of the organization's brand, messaging platform, consumer insights, marketing and advertising initiatives. In this capacity, he is responsible for efforts to generate brand awareness and revenue by increasing awareness share, brand engagement and patient volume through innovative marketing strategies. Josh has worked for Moffitt Cancer Center since 2007.

His background also includes corporate communications, retail marketing and retail e-commerce operations. A Tampa native, he received a bachelor's degree from the University of South Florida and an MBA from Georgia Southern University. He is a member of the Society for Healthcare Strategy and Market Development, Tampa Bay Chamber and a Leadership Tampa alumni, class of 2018.