The coach who came back from the end zone
Client: The Leukemia & Lymphoma Society
Three months after starting treatment for acute promyelocytic leukemia (APL), Chuck Pagano was back as new coach of the Indianapolis Colts. “My condition was leukemia,” Pagano said famously, “but my position was, I’m walking out of here.” That kind of courage is what helped Pagano gut through three rounds of chemotherapy and inspired the Indianapolis community to take him into their hearts. This dramatic story was known to every football fan, as were the PSA television and print ads created for The Leukemia & Lymphoma Society, which helps patients like Coach Pagano by funding APL research.
Result: The Pagano PSA was effective at increasing prime time donated TV media, especially during highly-rated football programs.