Best Non-profit Online Video Campaign

The American Cancer Society has a distinct advantage that no other cancer organization has: Its breadth of offerings and depth of knowledge create a powerful combination to make effective change. The "Attacking From Every Angle" campaign was designed to reinforce the American Cancer Society's vision to lead the fight for a world without cancer. It aimed to provide hope to those battling cancer that we will be resilient, determined allies to help navigate the highs and lows they will face, while also educating donors and potential donors about what the American Cancer Society does. While the notion of "Attacking From Every Angle" represents what the American Cancer Society has been doing for over 104 years, it had never been articulated so clearly or succinctly. The campaign led with TV but was heavily supported with digital media. A series of banner ads and pre-roll videos ran during the campaign, focusing on each specific angle of attack on cancer through the eyes of cancer survivors. The banner ads and pre-roll videos featured patients whose fight against cancer had been impacted by the American Cancer Society. They led with a provocative headline to draw people in and encourage them to click through to the campaign landing page to learn more about each patient's story. The landing page featured longer videos that showed how the American Cancer Society is attacking cancer from every angle and included a call to action to donate. The campaign delivered a 30 percent increase in revenue on cancer.org

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THE RICHARDS GROUP

Location: United States