American Cancer Society: MORE BIRTHDAYS

Credits & Description:

Category: Posters
Advertiser: AMERICAN CANCER SOCIETY
Product/Service: CANCER AWARENESS
Agency: THE MARTIN AGENCY
Agency: GROW INTERACTIVE
Date of First Appearance: Sep 10 2010
Entrant Company: THE MARTIN AGENCY, Richmond, USA
Entry URL: http://morebirthdays.com/thebi...
Chief Communications Officer: John Norman (The Martin Agency)
Executive Creative Director: Joe Alexander (The Martin Agency)
Associate Director: D'Arcy O'Neill (The Martin Agency)
Copywriter: Neel Williams (The Martin Agency)
Media placement: Posters (8 of them) - morebirthdays.com - 10 September 2010
Describe the brief from the client
No one has done more to create a world with more birthdays than the American Cancer Society. As a result, 11 million cancer survivors are celebrating birthdays this year. Our job was to tell the world about this important work.
Describe the challenges and key objectives
Rather than just give people a laundry list of facts about the American Cancer Society, we wanted to offer people something that they would actually want. Something with facts and education built right into it. Something that could also raise money and spread knowledge as it got shared in a physical space.
Describe how you arrived at the final design
We asked artists around the world to create original artwork inspired by a Cancer Society breakthrough (everything from ACS's fight for non-smoking laws to their work to provide breast cancer screenings). The final designs could be purchased at morebirthdays.com as posters, limited edition prints or wrapping paper. All proceeds went towards helping ACS save lives and create even more birthdays.
Give some indication of how successful the outcome was in the market
Over half a million unique visitors went to the website to shop and learn, and the artwork has helped raise thousands of dollars for the fight against cancer. At the same time, brand awareness has increased and more people than ever before now associate ACS with helping creating more birthdays.