American Cancer Society: advert-body-2 by The Richards Group

The American Cancer Society has unveiled a new brand positioning and campaign to help people better understand what exactly the organization does.

While funding and conducting research remains one of the society’s key focuses, the nonprofit’s latest effort aims to show off the myriad of other ways that the nonprofit helps patients and their families. According to the American Cancer Society, in 2015 it allocated $348m to patient support programs, $123m to prevention information and $87m to detection and treatment efforts in addition to the $151m it spent on cancer research.

Running under the tagline ‘Attacking Cancer From Every Angle,’ the organization’s latest campaign features real cancer patients and survivors who explain how the American Cancer Society helps those suffering on a day-to-day basis in addition to funding research.

In one spot, a cancer patient who just finished months of chemo says that the organization provides “free rides to treatments, insurance advice, and a place to stay during chemo.” In another, a cancer survivor explains that he had “no idea” what the American Cancer Society until he was diagnosed with cancer himself and saw firsthand all the different ways the nonprofit can help those who need it.