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A new campaign for the American Cancer Society breaks this week on national network and cable television.
The effort, “This is the American Cancer Society,” departs from previous series by consolidating creative messages and media planning under one umbrella, according to Andy Goldsmith, director of account management at Atlanta-based T.G. Madison, which created the work.
“Instead of running separate campaigns for breast and colon cancer and branding for the ACS, this year we’re rolling the elements into one overall look and feel,” Goldsmith said.
Media planning and buys for the 2002 campaign mark a shift in focus from print to television.
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