The American Cancer Society: Plan of Attack, More Than Medicine

November 07, 2018Filed under Film and Public Interest, NGO

The American Cancer Society is releasing two new :30 television commercials, Plan of Attack and More Than Medicine, as an extension of its brand strategy launched last fall. The ads focus on how the American Cancer Society is “Attacking from Every Angle” through some of various services they offer including a 24/7/365 help line, providing free rides to treatments, insurance advice, free lodging near treatment centers for patients and their caregivers, and funding breakthrough research. This year’s spots weave in the emotional elements of how cancer not only affects individuals but also the potential impact on their family and loved ones surrounding them. The new commercials join “Years” and “Used To” which also depict patients and survivors sharing their perspectives. All four spots feature actors who had personal experiences with the disease.

Advertising Agency:The Richards Group, Dallas, USA
Creative Director:Lynda Hodge, David Canright
Art Director:Lynda Hodge
Copywriter:David Canright
Photographer:Andy Mahr
Director:Amanda Blue
Editor:Jack Waldrip
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