American Cancer Society - "More Than Medicine"

The Richards Group

The Richards Group Dallas, United States

968

Title	More Than Medicine
Agency	The Richards Group
Campaign	Plan of Attack, More Than Medicine
Advertiser	American Cancer Society
Brand	American Cancer Society
Date of First Broadcast/Publication	2018 / 11
Business Sector	Public Safety, Health & Hygiene
Tagline	More than medicine
Story	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.
Media Type	Television & Cinema
Length	30 seconds
Creative Director	David Canright
Creative Director	Lynda Hodge
Art Director	Lynda Hodge
Copywriter	David Canright