CATEGORY
Nonprofit, healthcare
OBJECTIVE
Develop a master brand strategy and creative campaign for the American Cancer Society that raises awareness of the organization's broad offerings to drive donation.
AMERICAN CANCER SOCIETY
ACS is one of the largest and most established nonprofit organizations in the United States.
ROLE
Worked with a strategy director and primary research partners to mine insights and lead brand development workshops with client teams.
PROBLEM
American Cancer Society faced two major issues, a steep decline in donation revenue and loss of relevancy in the crowded nonprofit space. With a broad mission and an aging target audience, our goal was to help them establish relevancy in the crowded nonprofit space.
RESARCH
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AA&U survey among 1,500 respondents
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Max Differential study among nationwide respondents
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Donor and non-donor focus groups
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Side-by-side call fielding with National Cancer Information Center staff
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Interviews with 30 ACS and subsitary stakeholders
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Competitive audits of digital touch points, public reports, secondary research on direct competitors in, and outside, of cancer
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Hope Lodge tours in Boston and Atlanta
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Historical ACS research and proprietary data
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Secondary reports
INSIGHT
Giving a dollar is giving a damn.
When people give, it signals their values and hopes to others. An organization needs to feel warm and action-oriented to draw donors in and make them feel like their dollar is working hard.
To donors, ACS felt unapproachable and stodgy. A far cry from the organization's prime – the anti-smoking campaign of the 70's and 80's – donors today felt like their smaller donations wasn't useful to the behemoth research organization, and thus weren't giving the organization credit for all of the things that it does for patients and others affected by cancer like rides to treatment, call center, and free lodging during treatment.
SOLUTION
“Attacking from every angle”
Rally donors around the ACS mission. Let them know that their gift of any size makes a difference in lives of those affected by cancer because ACS has a resource for every step of the cancer journey.
TV
CREATIVE
Website
Display + Social