The American Cancer Society Gets Personal in Frank First Ads From The Richards Group

The campaign introduces the tagline "Attacking from every angle"

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The American Cancer Society has launched its first brand campaign since 2015 with stark, earnest and personal ads aimed at differentiating the organization from other cancer charities.

In January, the organization selected The Richards Group as its agency of record following a review launched late last year.

In November 2015, American Cancer Society hired longtime Coca-Cola veteran Sharon Byers as its chief development and marketing officer and subsequently went on an advertising hiatus following the“Advantage Human” campaign former agency of record DDB Chicago.

After winning the assignment, the American Cancer Society and The Richards Group worked hard on establishing a strategy to help differentiate the organization.



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