American Cancer Society
Situation Analysis
Certain cancers disproportionately afflict the LGBT community. Low awareness within the LGBT community of this issue. American Cancer Society wanted to build bridges to the LGBT community. The LGBT community is focused on HIV, not cancer
Strategies/Implementation
Market Research
- Fielded a survey among the LGBT community to demonstrate the low awareness of cancer and to establish a connection to the community
Events
- Took the signature ACS event – Relay for Life – and held the first one ever specifically for the LGBT community in NYC
- Held local kickoff events and fundraisers
Media Relations
- Announced the survey results, generating local and national press coverage
- Announced the Relay for Life event, generating more coverage
Social Media
- Created videos of LGBT cancer survivors and sent them through the microblogosphere
- Extended reach of media coverage by getting influentials to repost it
Results
- Surpassed fundraising goals for the LGBT Relay for Life event by more than double
- ACS will now be rolling out more events for the LGBT Community
- Generated local and national media coverage
- Increased awareness in the LGBT cancer of the risk of cancer and where they can go for help
- Developed goodwill and awareness in the LGBT community for ACS
Reverberate! helped frame our messages to the LGBT community so that it would be more relevant and well-received. They also pulled a lot of strings to get entertainment and media coverage that helped us greatly exceed our objectives. We would highly recommend working with them in a healthcare or LGBT communications context.”
