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Sponsors $12 Mil. TV, Radio, Print Campaign From T.G. Madison
ATLANTA–Moving away from its traditional policy of public service announcements, the American Cancer Society has launched its first-ever paid national ad campaign, “Hope. Progress. Answers.”
As developed by T.G. Madison here, the effort is an attempt to reposition the nonprofit as a public health partner instead of a passive charity.
“The PSAs were running at 3 a.m. in the morning and completely missing the target audience,” said ACS representative Eric Miller.
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