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The Richards Group Advertising

American Cancer Society repositions to show that it’s more than just a research body


By Minda Smiley, Reporter

September 18, 2017 | 3 min read

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

American Cancer Society

The American Cancer Society wants to more clearly demonstrate how it helps patients and their families.

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 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 education 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 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 did until he was diagnosed with cancer himself and saw firsthand all the different ways the nonprofit can help those who need it.

“For years, the American Cancer Society has worked to inform the world of everything we do to lead the fight for a world without cancer, but this strategy puts it all in perspective,” said Irma Shrivastava, senior vice president of strategic marketing and alliances at the American Cancer Society, in a statement. “People feel that cancer hits them from all sides, and only ACS is fighting cancer on every front. We launch breakthrough research; create empowering resources for people to outsmart cancer; enable local communities to support those affected; and convene powerful activists to create awareness and impact.”

Created by Dallas-based The Richards Group, the campaign will span television, print, radio partnerships, digital video, audio, and display.

“The strategy that grew out of our research served as the foundation for this relatable campaign,” said Trent Walters, brand management-principal for The Richards Group. “Once people understood ACS’ comprehensive attack on cancer – from research all the way to boots-on-the-ground support in the community – ACS became more relatable and people wanted to get involved. We needed to communicate the various angles of attack and how patients benefit from them in a simple way.”

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

By American Cancer Society

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