American Cancer Society Case study MORE BIRTHDAYS by The Martin Agency Richmond


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Industry Against Cancer
Media Case study
Market United States
Agency The Martin Agency Richmond
Executive Creative Director Joe Alexander
Art Director D'arcy O'neill
Copywriter Neel Williams The Martin Agency
Released December 2010

Credits & Description

Category: Titanium and Integrated
Date of First Appearance: Sep 10 2010
Entry URL:
Chief Creative Officer: John Norman (The Martin Agency)
Executive Creative Director: Joe Alexander (The Martin Agency)
Art Director: D'Arcy O'Neill (The Martin Agency)
Copywriter: Neel Williams (The Martin Agency)
Media placement: TV Campaign - Multiple Spots - ABC, Et Al. - 10 September 2010
Media placement: Web Videos - Multiple - - 10 September 2010
Media placement: Website - - 10 September 2010
Media placement: Posters/Prints/Wrapping Paper - Multiple - - 10 September 2010
Media placement: Magazine Tip-Ins - Multiple - Better Homes And Gardens, Et Al. - 1 December 2010

Describe the campaign/entry
No one has done more to create "a world with more birthdays" than the American Cancer Society. The assignment was to tell the world about this important, life-saving work.

The campaign began by getting dozens of famous musicians to sing “Happy Birthday” on camera. At the same time, artists from around the world created original birthday art inspired by a Cancer Society breakthrough.

Describe how the campaign/entry was launched across each channel in the order of implementation
The music videos were edited to become TV spots that drove consumer to Site visitors could browse all our music videos, then pick their favorite, personalize it and send it out as a birthday e-card.

Next, the artwork became full-sized posters -folded up and inserted into magazines.
These also drove to, where visitors could shop the full gallery of artwork and buy any piece as wrapping paper, a poster or limited edition print. Artwork could also be sent as a custom birthday e-card.

Give some idea of how successful this campaign/entry was with both client and consumer
Almost a million people have visited the website to watch, shop, share and learn. The music videos have racked up millions of views, permeated into pop culture, and brought in thousands of dollars of donations. Online purchases of the artwork have also helped raise thousands of dollars for the fight against cancer. As a result, brand awareness has reached an all-time high and more people than ever before now associate ACS with helping creating more birthdays.

The campaign has generated an unprecedented amount of PR for the American Cancer Society and has helped their large organization rally around a single, simple goal: creating more birthdays.