The American Cancer Society: How can an ageing charity compete with sexy, young causes?

The American Cancer Society, one of America's oldest and most pre-eminent charity brands, was struggling to remain relevant in the 21st century.

The American Cancer Society: How can an ageing charity compete with sexy, young causes?

The Martin Agency

OVERVIEW

The American Cancer Society is one of America's oldest and most pre-eminent charity brands. It is respected, revered, and trusted. But the brand was struggling to remain relevant in the 21st century. The brand was surrounded by smaller, nimbler, "sexier" cancer brands like LiveStrong and Komen. The ACS was seen as an old Doctor trapped in a lab, while these other brands were out in the world, sporting wristbands and ribbons, racing or walking.

The ACS was a 1.0 Charity in a...

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