2011 Nonprofit PR Awards: Branding/Rebranding Campaign

American Cancer Society - Creating a World with More Birthdays 

A world with less cancer means a world with more birthdays, and that is exactly what the American Cancer Society and its supporters are working to create in communities everywhere. To help refresh and blow the dust off a nearly 100-year-old brand, ACS and its agencies adopted a bold campaign theme—the Official Sponsor of Birthdays—to increase awareness of what ACS does for women and spur engagement through a national movement. 

The campaign consisted of internal communications, national advertising, earned media, social media, blogger outreach and multicultural communications. “To break through the nonprofit marketplace clutter, the More Birthdays campaign needed to expand beyond the existing ACS community and reach women where they really are,” says Kate Taylor, account director at partner agency Brodeur Partners. The increased awareness and relevance of ACS lead to a 150% increase in online donors and 45% increase in total revenue from April 2009 to January 2010.

Honorable Mentions

American Student Assistance - I Am ASA: At a time when corporate morale was low and skepticism was high, ASA launched the I Am ASA campaign to help boost employees’ enthusiasm for the brand and help them understand the ASA brand story. The campaign featured a four-day training curriculum for brand ambassadors, training for 500+ employees on the company’s new creative strategy over the course of 2010 and the creation of a brand scorecard used to rate their departmental processes and places.  

Coyne PR on behalf of Breastcancer.org - Breastcancer.org: One Mission, One Voice: Coyne PR looked to capitalize on projected media coverage for Breast Cancer Awareness Month by identifying certain hot-topic breast cancer issues. Featuring the voice of Dr. Marisa Weiss, a prominent figure in the Philadelphia medical community, the campaign generated more than 1 million visitors to Breastcancer.org and increased traffic by 13% in 2010.