On the Fight Against Cancer
American Cancer Society
American Cancer Society is known across the country as a leader
in research. But there are many innovative and life-changing
programs they have created — programs that the general
public is not as familiar with.
her term as president for the Birmingham chapter of the
ACS, Joan Perry brought together a marketing team to create
and produce a television campaign to educate the public about
ACS programs and services available for patients and families.
spots highlight different programs, tied in to leading Birmingham
corporations through CEOs or other top executives who “tell
the story” of personal experiences with cancer —
from their own employees to ways the company has been involved
in providing support.
of the sponsor corporations was approached with a television
spot written specifically for them, asking for their sponsorship
dollars in return for being featured in the campaign. The
twelve-month television campaign is fully funded by corporate
project was renewed for the second year, and is being renewed
for the third year because of the success of the campaign.
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