Creating Buzz with Integrated Campaigns

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This document summarizes a lung cancer advocacy organization's campaign to raise awareness about lung cancer. The organization launched a campaign with the message "No One Deserves to Die" to change perceptions and have an attention-grabbing message on a small budget. They redesigned their brand identity and launched creative ads on social media and websites. The campaign was a success, generating over 300 million impressions and significantly increasing engagement on social media and web traffic.

Bildung

WHO WE ARE
• Only non-profit dedicated solely to providing support
and advocacy for people living with or at risk for lung
cancer

• Our mission is to end injustice and save lives
through an alliance of advocacy, education and
support.

NEXT STEP: THE CAMPAIGN

• Planning
• Creative concept
• Art direction
• Copywriting
• Photo + video shoots
• Media planning + buying
• Public relations
• Social media
• Web/Application development (including
Facebook integration)

PLANNING

• How can we reach the most people?
• What will people say?
• What if they say nothing?
• What will they do?
• What if they do nothing?

ORGANIC COVERAGE
• Front page of Yahoo news
• Top 10 stories (Yahoo)
• CNN.com homepage
• NY Times
• Time.com
• Perez Hilton
• Huffington Post
• Local TV stations
• Design and Photography blogs (ie. Chase Jarvis)

RESULTS
• Over 300M impressions total
• >70% positive response
• 400% increase in social communities
• 50% increase in web traffic

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Creating Buzz with Integrated Campaigns

1. NO ONE DESERVES TO DIE

2. FACTS ABOUT LUNG CANCER

3. FACTS ABOUT LUNG CANCER

4. FACTS ABOUT LUNG CANCER

5. FACTS ABOUT LUNG CANCER

6. WHO WE ARE • Only non-profit dedicated solely to providing support and advocacy for people living with or at risk for lung cancer • Our mission is to end injustice and save lives through an alliance of advocacy, education and support.

7. WHAT WE NEEDED TO DO • Change the dialogue surrounding lung cancer with attention grabbing campaign (on a small budget) • Get people talking • Raise awareness and brand recognition

8. FIRST STEP: BRAND IDENTITY • Brand identity overhaul • Set stage for increased awareness and exposure

9. NEXT STEP: THE CAMPAIGN • Planning • Creative concept • Art direction • Copywriting • Photo + video shoots • Media planning + buying • Public relations • Social media • Web/Application development (including Facebook integration)

10. PLANNING • How can we reach the most people? • What will people say? • What if they say nothing? • What will they do? • What if they do nothing?

11. CREATIVE

12. CREATIVE MESSAGING

13. ADDITIONAL CREATIVE

14. ADDITIONAL CREATIVE

20. NOONEDESERVESTODIE.ORG

21. NOONEDESERVESTODIE.ORG

22. ORGANIC COVERAGE • Front page of Yahoo news • Top 10 stories (Yahoo) • CNN.com homepage • NY Times • Time.com • Perez Hilton • Huffington Post • Local TV stations • Design and Photography blogs (ie. Chase Jarvis)

23. RESULTS • Over 300M impressions total • >70% positive response • 400% increase in social communities • 50% increase in web traffic

24. QUESTIONS?

Creating Buzz with Integrated Campaigns

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