The American Cancer Society's Great Lakes division is launching an extensive advertising and direct-mail program to educate low-income women about getting free cancer treatment.
The Michigan-only program was developed by Meridian Advertising in Troy, Mich. Among the three direct-mail pieces is a kit sent to nearly 8,000 doctors' offices explaining where to refer women for gratis treatment, said Jeff Jacobs, the agency's executive vice president of marketing and planning.
Two other direct-mail pieces aimed at Medicaid recipients are being sent to about 775,000 women across the state. The campaign also includes radio and outdoor ads, which will run through donated media, Jacobs said.