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Creating Buzz with Integrated Campaigns

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Insight Summit Series
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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.

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NO ONE DESERVES TO DIE
FACTS ABOUT LUNG CANCER
FACTS ABOUT LUNG CANCER
FACTS ABOUT LUNG CANCER
FACTS ABOUT LUNG CANCER
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.
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
FIRST STEP: BRAND IDENTITY • Brand identity overhaul • Set stage for increased awareness and exposure
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?
CREATIVE
CREATIVE MESSAGING
ADDITIONAL CREATIVE
ADDITIONAL CREATIVE
MEDIA PLACEMENTS
MEDIA PLACEMENTS
MEDIA PLACEMENTS
MEDIA PLACEMENTS
MEDIA PLACEMENTS
NOONEDESERVESTODIE.ORG
NOONEDESERVESTODIE.ORG
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
QUESTIONS?

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