The number everyone knows by heart is now the number for cancer support. When people hear the words “you have cancer,” many don’t know who to call. The Cancer Support Community and Gilda’s Club provide free emotional support through their Helpline, but too few people knew the number. There was, however, one number everyone already knew: 867-5309, the ’80s hit made famous by Tommy Tutone. So we gave it a new purpose by taking over the most famous number in music history, and turning into a lifeline for people facing cancer. Inspired by the song behind the number, we turned a pop earworm into a mnemonic for cancer support. Across radio, major streaming platforms, and social media, everyone was seeing, saying, and singing 867-5309 again, helping turn a once-unknown number into the number people remember to call when they need support most. 867-5309 took a number already embedded in pop culture and gave it a new purpose, turning it into a national conversation all over again. In just two weeks, it generated more than two billion earned media impressions across 1,000-plus earned media hits, with coverage across major outlets including CNN, People, New York Post, ABC News, NewsNation, MedPage Today, The Daily Beast, The Hill, Upworthy, and The Guardian. Most importantly, Helpline calls increased by 216%, impacting 497 lives in the first week alone.