Thursday, May 8
Breakout Sessions: Set I
"A Birthday Celebration with a Difference: The American Cancer Society Turns 100"
In 2013, the American Cancer Society celebrated its centennial by launching its boldest undertaking against cancer in its history. The campaign theme, “Silence won’t finish the fight. Only action will,” leveraged the historic milestone in many ways. The milestone not only deepened organizational understanding and relevance of the organization’s mission, it also re-energized staff and volunteers, engaged stakeholder communities and drove increased donations. This presentation will describe the matrix of multi-channel strategies the ACS deployed to inspire action and raise funds including traditional and non-traditional media outreach, social media engagement activities, special events and an online “Moment AGAINST Silence” pledge that encouraged visitors to commit to a single cancer-fighting activity and share it with their social network.
Jesica L. D'Avanza, MPA, APR, managing director, enterprise communications strategy, American Cancer Society, Inc.