The Kentucky LEADS Collaborative—Lung Cancer Education, Awareness, Detection and Survivorship—is funded by the Bristol-Myers Squibb Foundation as part of the Bridging Cancer Care initiative to expand the limited scope of community-based resources and survivorship support programs to underserved populations in the U.S. Kentucky LEADS addresses the full spectrum of lung cancer care with three main components: provider education, survivorship care and early detection. We partnered with Bristol-Myers Squibb to craft a multifaceted content package featuring short- and long-form articles, videos, data visualizations and infographics to highlight Kentucky LEADS. The hero video in this package serves as a complement to the feature article, offering a glimpse into the lives of patients, providers and Kentucky LEADS principals. It takes an intimate look at not only the special challenges of lung cancer in Kentucky—economic, socioeconomic and cultural—but the vision for rising to such challenges through the Kentucky LEADS Collaborative.