Making Strides Campaign

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Stepping up to help ACS make strides.

After seeing success in the previous year’s awareness advertising pilot for Making Strides Against Breast Cancer, the American Cancer Society sought to duplicate this same success by strategically targeting specific local markets to boost participation in the Making Strides events – and increase the amount of funds raised by event. The strategy was to add emotion and personal stakes to this already established awareness campaign focused on birthdays.

Russ Reid hit the ground running. Under tight deadlines, we implemented a multi-channel campaign in 6 key markets, including TV, radio, display and search, direct mail, outdoor, freestanding inserts and outbound telemarketing. The campaign featured strong direct response messaging with a clear call to action that supported new participation, repeat participation and more donations from both participants and non-participants.