Healthcare

Comprehensive Cancer Centers of Nevada: Kay’s Power Play 

Comprehensive Cancer Centers of Nevada: Kay’s Power Play 

Comprehensive Cancer Centers of Nevada, the state’s largest multi-specialty oncology practice, partnered with The Firm Public Relations & Marketing to launch and sustain Kay’s Power Play – a community-driven initiative inspired by Vegas Golden Knights defenseman Shea Theodore’s late grandmother and her own cancer journey. Created from the ground up, the program was designed to increase breast cancer awareness, expand access to mammograms for uninsured and underinsured women and rally Southern Nevada around early detection and patient support.

The Firm led the strategic development and evolution of the campaign, from naming and messaging to press conferences, stakeholder coordination and on-site media management. Each year, the team refreshed the initiative with new components — from limited-edition Mammo Cup patches to expanded patient assistance services — ensuring continued relevance and strong community engagement. The Firm also positioned key voices, including Theodore, healthcare leaders and elected officials, to amplify the program’s mission during high-visibility Breast Cancer Awareness Month moments.

Now in its sixth year, Kay’s Power Play has grown into a sustained public-private partnership, committing hundreds of thousands of dollars toward screenings and wraparound patient resources. The initiative has strengthened Comprehensive’s standing as a community health leader, deepened nonprofit collaborations and translated a personal story into lasting, life-saving impact across Southern Nevada.

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