What More Birthdays Means for the American Cancer Society
When people first think of cancer, fear, sickness and death often come to mind. True people can and do respond with courage, grace and optimism when they or a loved one is diagnosed, but its typically not a time for celebration.
But the American Cancer Society, through a bold, uplifting consumer campaign, is trying to change how people view the disease, by declaring itself The Official Sponsor of Birthdays. Because of ACS and the people who support it, more people who are diagnosed with cancer are living longer, and cancer rates overall are dropping. Thus, there are more birthdays, and ACS suggests that's cause for celebration and reason to continue support.
"One of the foremost if not the number one marketing issue for us is ensuring that our brand is relevant," Scott Bennett, ACS' national vice president of marketing, told me in an interview. "I think its embodied in the representation of 'The American Cancer Society: The Official Sponsor of Birthdays.' Prior to that, it was 'The American Cancer Society: Hope, Progress and Answers.' And you can see the difference between those two. 'Birthdays' is more aspirational. It recognizes that more and more people are surviving the disease."
The brand revitalization launched in April 2009 and has undergone some splashy renovations on its site MoreBirthdays.com this fall. Musicians and celebrities such as Keith Urban, Rihanna, Justin Bieber, and Jack Black have contributed renditions of "Happy Birthday" that can be shared for suggested donations via Facebook, e-mail and over the phone. Special illustrations from established artists such as Eric Carle can also be shared as e-cards or purchased as posters or wrapping paper. There's also an interactive feature where users can upload a picture atop a dancing figure to send, and a new app was created where users can track friends' birthdays through Facebook, sign up for alerts, send a customized birthday cake text message and submit donations.
We'll see how More Birthdays contributes to revenue from public donations in 2010--that rate dropped 11% last year because of the economy. But its definitely a fresh and engaging approach, stronger this year than last, and Bennett suggests its helping ACS today and for the long haul because the elements associated with the campaign offer "more contemporary positioning" and add "assets in the marketplace that also appeals to younger demos." "We’ve got more new people considering the American Cancer Society than ever before," he says. "And they’re not considering us when they [or a loved one are] at that point of diagnosis; they’re considering us before they get there, which is relevance."
You can learn more about Bennett, ACS' first appointed national vice president of marketing, in this week's Marketing News Exclusives e-newsletter, where he explains how marketing was able to increase resources during a tough financial time. You can access the article here beginning Dec. 16. Bennett is also the subject in Marketing News' quarterly "Day With" feature, appearing in our December issue. AMA members can access the article here later this month.
