American Cancer Society
Collateral for #GoldTogether
Brand Discovery | Collateral Creation | Social Media Content
Background
During the intake chat with #GoldTogether they requested several fliers that included some overlap branding from the core American Cancer society brand and the Relay for Life brand. Each flier was a different target audience that had a different motivation for supporting childhood cancer efforts.
Insight
Even though the audiences for each flier and the social media campaign were different, the purpose of the collateral was the same; creating a community to empower, support families affected by pedicatic cancer and create awareness of childhood cancer.
Goals
- Empower children and families of pediactic cancer.
- Support families facing childhood cancer through American Cancer Society’s resources
- Create awareness in the community to support cancer research and prevention efforts.
Four #GoldTogether fliers were created based on the needs and audience of each flier.
- Impact of GoldTogether for American Cancer Society to use in donor presentations
- Volunteer outreach on campuses that partnered with the American Cancer Society
- K-12 School fundraising and awareness event ideas
- Asking families impacted by childhood cancer to join or create a Relay for Life team
Impact Flier for Donors
Creating a quick reference impact sheet with #GoldTogether achievements and American Cancer Society’s core brand focused on the recognition of #GoldTogether’s success with the brand these donors know and trust.
College Volunteer Program
Focusing on campuses that had partnerships with the American Cancer Society, flier had to be consistent with branding materials already on campus. Copy was edited to motivate students to volunteer different levels of leadership and real-world nonprofit experience.
School Fundraising
More familiar with the GoldTogether brand, a 50/50 co-branded approach was taken. Content was adapted to support efforts at schools with varying budgets and cultures.
Relay for Life
Another 50/50 co-branded approach between #GoldTogether and Relay for Life since the audience would be familiar with both brands. Starting with a family story and impactful numbers to engage more families to join Relay for Life.
September is childhood cancer awareness month and #GoldTogether uses social media to promote their donor campaign.
