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American Cancer Society: Moment Against Silence (Josh Groban)
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In honor of the Society’s upcoming 100th birthday on May 22, ACS via the Martin Agency is launching a campaign, titled "Finish the Fight," highlighting the progress they have made and asking the public to join their fight to make this cancer's last century.The central creative idea focuses on causing a disruption in a crowded public place, because "silence wont finish the fight, action will." A stereo amplifier appears as the common thread throughout the TV spots, signifying the need for moments against silence.
The first two TV spots to launch feature Josh Groban and Mary J. Blige. The print launch (slated to hit May pubs) features Michael Douglas and his life list, with two items still remaining: Find a cure for throat cancer and Global nuclear disarmament. The campaign includes four primary TV spots, four print ads, digital, radio and media integrations (specifically, The Ellen Show). Additional celebrities will appear in the advertising as campaign elements continue to roll out over the next several months.
Agency Exec Producer: Molly Souter Related |
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