LUNG CANCER ALLIANCE

Lung Cancer kills more people than breast cancer, colon cancer and colon cancer combined. Yet lung cancer research receives far less funding than all three. So to raise awareness, we created a campaign that showed how lung cancer victims aren't just facing a fatal disease. They're facing a fatal stigma.

Since every dollar mattered and earned media wasn't a luxury, it was a necessity, we began the effort with an un-branded teaser campaign to provoke emotional reactions. It worked. The campaign was the #2 trending topic on Yahoo, was covered by 120 news outlets including Salon.com, The New York Times, Wall Street Journal and Perez Hilton. The website saw 154,000 visits in two days. Local TV covered the story in dozens of cities. The most important result beat any media measurable: four months after the campaign ran, the House and Senate finally passed the Recalcitrant Cancers Research Act which allocated federal research funding according to commensurate mortality. Translation: significantly more funding would be made available to fight lung cancer, the number one cancer killer.

THE WORK

Case Study

TV - Cat Lovers

Case Study

TV - Cat Lovers

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