Brand MarketingIsland Of StrengthBy Adweek Staff|August 25, 1997ShareBy Adweek Staff|August 25, 1997ShareFor kids with cancer, a 60-foot vertical wall becomes just another obstacle. At Island of Hope, a partnership forged between a nonprofit group and Thompson Island Outward Bound Educational Center, teenage kids battling cancer spend a week developing coping skills and self-confidence by scaling walls, sailing and rappelling. The group, which raises funds to send teens and their families to the Boston Harbor island, was started in 1996 by Kitty Dukakis, wife of former governor of Massachusetts Michael Dukakis. To get the word out, Kitty Dukakis enlisted North Castle Partners in Boston to create a 30-second public service announcement, logo (shown) and brochure. The PSA, unveiled last week, shows a boy climbing the wall while he describes the nature of his illness. The words “I have cancer” appear next to the logo, gradually fade and then re-form the words “I can.” -Sarah Jones Adweek Adweek