The American Cancer Society is continuing its push to become the "official sponsor of birthdays" in a new online campaign launched last week. The effort, a continuation of "Creating a World With More Birthdays," is focused on making the society more personally relevant to women ages 35 to 64.
ACS wanted to find a way to differentiate itself from the more than 1,000 not-for-profit organizations with the word "cancer" is their names. To achieve that, it worked with ad network VideoEgg to create a video pointing viewers to the ACS birthdays blog. The effort also ties into ACS on Facebook and Twitter.
The ad campaign, with the video, is running across the VideoEgg network—more than 900 video, gaming and social network sites, as well as social applications.
ACS says it is expanding its online efforts to help build its brand, because a strong, differentiated brand puts the organization in a better position to help people affected by cancer. In addition, its consumer research shows that the more familiar people are with ACS, the more they choose to get involved.
"Time after time we've seen how our communications have changed minds and exposed people to life-saving information that can truly make a difference," says Andy Goldsmith, VP-creative & brand strategy at ACS. "But as the world has shifted to a more fragmented media environment, we've had to shift with it; and we're constantly thinking about how to be better at consumer engagement and two-way dialog, in order to achieve our lifesaving mission."