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Unhappy With PSAs, Nonprofit Ponies Up for Ad Campaign
ATLANTA–Moving away from its traditional reliance on public service announcements, the American Cancer Society has launched its first-ever paid national advertising campaign.
Created by T.G. Madison, here, the effort is themed, “Hope. Progress. Answers,” and tries to reposition the nonprofit organization as a public-health partner instead of a large, passive charity.
“The PSAs were running at 3 in the morning and completely missing the target audience,”
said ACS representative Eric Miller.
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