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Pictures of some of New Mexico's top physicians flash on a TV screen as a man's voice sends a simple message to the audience.

"I'm instilling hope . . . right here."

"Right here" is a phrase officials at the University of New Mexico Cancer Center want to emphasize to New Mexicans.

The commercial ends: "The world's most respected physicians are coming together to wage a war against cancer right here in New Mexico."

The TV spot is part of the center's advertising campaign geared toward getting people to realize first-class quality care exists in their home state, said Cheryl Willman, center director and CEO.

The center spent $374,850 in advertising from January to June, partnering with Rick Johnson & Co. and doing some in-house ads.

"Our media campaign is public awareness about NCI (National Cancer Institute), and what is quality care and how do you get it," Willman said.

Center spokeswoman Leann Holt said many state residents don't know the center was designated a national cancer institute in 2005.

"Many New Mexicans, as soon as they would get a diagnosis of cancer, would go out of state for cancer care," she said. "Now, with this campaign, many people are staying home."

In 2000, 30 percent of New Mexico's cancer patients left the state for care, Willman said.

The center has produced three TV ads, three radio spots and 12 print ads, which began running in late December.

The marketing campaign used some of the center's earnings, along with private funding and in-kind donations, Willman said.

The center's records show patient numbers went up from 69,812 in July 2006 to 80,634 in July 2007.

Holt said the ads were partially responsible for the increase. Other factors included community involvement, recruiting top physicians and increased referrals.

Billy Sparks, a spokesman for the UNM Health Sciences Center, said there has never been a TV commercial from UNM Hospital until now.

Willman said she realized that needed to change.

"It bothered me (that) UNM didn't tell our story," she said. "We need to start doing public awareness."

She said other NCI centers told their story, and it was time people knew what was happening at the UNM center.

Sparks said it was necessary to get the word out, and spending money on advertising was the only way.

"You have to invest money to educate people, but it's money well spent," he said.