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NEW YORK The American Cancer Society launched its first campaign from The Martin Agency this week. The emotional branding effort positions the 96-year-old organization as “The Official Sponsor of Birthdays.”
The campaign includes TV, print and online. Work introduces a new communications strategy for the national community-based nonprofit that emphasizes the positive results of its fight against the disease with the theme, “A world with less cancer is a world with more birthdays.”
While the Atlanta-headquartered organization has advertised specific segments of its work — such as research, education and community services — this is the charity’s first branding effort.
“It is simple and elegant and embraces the range of our cancer experience,” said
Greg Donaldson, national vp of corporate communications at the client.
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