Background/Objective

The American Cancer Society had multiple objectives for raising awareness about its many service programs and functions. Ultimately, the organization wanted to launch:

• Statewide promotional coverage year-round regarding the breadth of its services
• Initiatives that target the “underserved” population with no private insurance
• Outreach to previously untapped groups including the African-American and Latino communities
• Long term equity fortifiers in the ACS brand that will help quantify reputation
• Communications that raise awareness of ACS patient services, increase volunteer fidelity and boost donor gifting

Challenges

• Target groups were very broad and would require complex messaging to effectively engage
• Multiple media types would be necessary to fulfill communication and targeting goals
• Resource limitations placed budget constraints on all promotional options