American Cancer Society: Advantage Humans

This case study demonstrates how the American Cancer Society (ACS), founded in 1914 by a group of physicians and community leaders with the determination to put an end to the suffering and loss of life, managed to reverse a decade-long problem of declining donations.

American Cancer Society: Advantage Humans

Agency: DDB Chicago

Summary

Cancer as we know it cannot be cured. The war will never end; the fight will continue on. Once we'd been humbled by this truth, we executed a strategy for the American Cancer Society that is now effectively redefining what success looks like in that war.

After many years of contributing to, and following the conventional approach, we knew we had look at a totally different way of fueling optimism and building hope. This story is about Advantage Humans -the beginning of an end in some ways, but...

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