American Cancer Society refreshes brand by launching ‘Meant to be together’
The iconic not-for-profit aims to modernize its brand with a new look, feel and messaging.
The American Cancer Society, the organization with a vision to “end cancer as we know it, for everyone,” today launched ‘Meant to be together.’
The new campaign from Havas New York focuses on the American Cancer Society’s ‘Hope Lodge,’ which provides a free home away from home for tens of thousands of patients who must travel for cancer treatment each year. The spot highlights a couple where the man is undergoing cancer treatment. As his hair begins to fall out from chemotherapy, his supportive partner shaves the rest of it off. Thanks to the support from the American Cancer Society, the two can finish making their home their own, together.
“As the only cancer not-for-profit that addresses research, patient care and advocacy, we have a unique opportunity to reimagine how we present ourselves,” American Cancer Society’s chief marketing officer Kymm Martinez said in a statement. “Havas New York has been instrumental in partnering to help us move away from telling stories about what we do to instead telling stories about the impact we make. ‘Meant to be together’ sheds light on the massive impact and scale the American Cancer Society has.”
The campaign also emphasizes the American Cancer Society’s refreshed brand, which includes a new logo, typeface, brand colors and ‘Every cancer. Every life’ tagline.
“We’re excited to play a role in bringing to life the American Cancer Society’s transformative mission and vision,” Havas New York’s chief creative officer Dan Lucey said in a statement. “We worked to introduce language ensuring that people with cancer and their families understand the full scope of services this truly amazing organization provides.”
The creative campaign rolls out across TV, streaming audio, digital display, social, search and out-of-home (OOH) – in both English and Spanish – throughout November and December.