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American Cancer Society
This Is The American Cancer Society

RAN IN: United States

CLIENT
American Cancer Society

AGENCY
T.G. Madison *Lead Agency


SUMMARY

The "This Is" campaign effectively created awareness and increased use of the American Cancer Society's services for cancer patients, exceeding all of the campaign goals, despite formidable market conditions. The campaign overcame the challenges of marketing a nonprofit organization in a post-9/11 marketplace by striking an emotional chord that was relevant and inspiring to people touched by cancer. This advertising was successful in transforming consumer perceptions about the Society, and most importantly, generating an unprecedented response in just eight weeks on air.


Language: English