Taking On the Fight Against Cancer

The American Cancer Society

The 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.

During 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.

Individual 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.

Each 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 donations.

The 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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