Since the 1950s, The Leukemia & Lymphoma Society has made extraordinary strides in curing blood cancers and improving patients’ lives. But the donor public had little awareness of LLS and its impact on the cancer landscape. Our integrated advertising campaign changed minds and behavior in a big way.
Research led to an important truth about donors: Not only do they want to make an impact with their contributions, but the more impact you can show them they have, the more likely they are to increase their donations and to keep on giving. We brought this insight to work in our messaging, which eschews the usual category guilt and sentimentality and shows the pioneering results donor contributions have led to, all under the theme line, “Someday is today.”
The voice in the TV is actor Michael C. Hall, a leukemia survivor.
Results: TV, OOH, print and digital contributed to a media-surround strategy that in less than one year put LLS on the map as a leading-edge charitable organization and produced a 50% lift in average daily donations at peak spend when all media were working together, and a 15% lift in site traffic during the flight. Ultimately we generated a significant ROI as annual online donations were 88% higher in markets exposed to our campaign.
Client Review: Clutch.co
