The first time I heard the new American Cancer Society anthem ad, I felt goosebumps up and down my arms. Here was a nonprofit organization that had found a way to connect on the scary topic of cancer in an emotionally positive way. Brilliant!
ACS has delivered the message of being "the official sponsor of birthdays" at every possible touchpoint - print ads, YouTube, electronic cards, blogger templates, and on and on. Amazingly orchestrated to deliver an emotionally uplifting message that is connected from medium to medium.
Being a cancer survivor myself, I am unduly impressed with the American Cancer Society's Birthday Campaign. Cheers to their marketing team.
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