American Cancer Society: No cancer journey walked alone

Colleen Hartnett

The American Cancer Society (ASC) introduced a new brand identity and design elements with a new mission, vision, logo and tagline to inspire donations, increase awareness and understanding of the important role the non-profit plays, and get people to stop and pay attention meaningfully.

Campaign details

Brand: American Cancer Society Brand owner: American Cancer Society Entrant company: Havas, USAIdea creation: Havas New York Market: United States Sector: Charities & voluntary organisations Media channels: Online display, Radio & audio, Online video, Social mediaBudget: Over 20 million

Executive summary

The American Cancer Society, a non-profit that’s been helping people affected by cancer for more than a century, was losing relevance as new, seemingly more important causes emerged seemingly every other day. As a result, the organization was losing out on donations...

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