The American Cancer Society just kicked off a new integrated campaign with the objective of better educating and communicating its mission to increase relevance and garner more support. The new $15 million rebranding campaign kicked off April 21 according to PR Week.
The new campaign positions ACS as “The Official Sponsor of Birthdays” and seeks to showcase that each birthday of a cancer survivor is a sign of progress and proof that more birthdays are possible…
A World with LESS CANCER is a world with MORE BIRTHDAYS
“This world is not just a dream. Eleven million cancer survivors will celebrate birthdays this year. That’s a sign of progress, proof that a world with more birthdays is possible. Together we’ll stay well, get well, find cures and fight back.”
As part of the campaign, ACS simplified the organization’s offerings into four categories: stay well (prevention and early detection), get well (24-hour call center and clinical trial support), find cures (investment it makes in the science and research) and fighting back(the work it does in the public policy area).
The campaign is unique for ACS because it targets female health care decision makers 35-64 years old (vs. previous campaigns aimed at people in their 50’s) reflecting the growth of health prevention into the mainstream.
ACS asks people to visit www.morebirthdays.com to learn how you can make the ACS the official sponsor of your birthday and learn more about ACS. They’ve also partnered with The Culinary Institute of America (CIA) to “reinvent” the birthday cake…The CIA is currently gathering recipes with a nutritional focus that will be judged by a celebrity panel in the coming months.