Healthcare Marketing Impact Awards
Silver award for Integrated campaign
The Richards Group
Advocacy, Dallas , TX
Attacking From Every Angle
American Cancer Society
The American Cancer Society faces increased competition from a host of organizations vying for philanthropic dollars. In 2017, ACS' revenue was on a decline, prompting the organization to launch a campaign to reposition its standing in the fight against cancer. The campaign included a series of TV ads that portray the personal stories of cancer survivors and patients as they explain how the ACS helped them through their cancer journeys. A fully integrated campaign followed, extending across digital, social, print and out-of-home. In a short period of time, the campaign began to impact key metrics. Intent to donate to the ACS increased from 31% to 35%. During the campaign period, revenue rose 30% on Cancer.org, and during the final week of the year, revenue was up 47% over the same week in the prior year.