American Cancer Society Promo, Case study LUNGTASTIC COLORING BOOK by The Martin Agency Richmond

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Industry Against Cancer
Media Promo & PR, Case study
Market United States
Agency The Martin Agency Richmond
Art Director John Norman, D'arcy O'neill
Copywriter Joe Alexander, Neel Williams The Martin Agency
Released December 2010

Credits & Description

Category: Best Use of Print
Date of First Appearance: Dec 1 2010
Entrant Company: THE MARTIN AGENCY, Richmond, USA
Entry URL:
Chief Creative Officer: John Norman (THE MARTIN AGENCY)
Group Creative Director: Joe Alexander (THE MARTIN AGENCY)
Art Director: D'Arcy O'Neill (THE MARTIN AGENCY)
Copywriter: Neel Williams (THE MARTIN AGENCY)
Art Director: John Norman (THE MARTIN AGENCY)
Copywriter: Joe Alexander (THE MARTIN AGENCY)
Media placement: Magazine Tip-In - Parenting Magazine - 1 December 2010

Insights, Strategy & the Idea
No one has done more to create "a world with more birthdays" than the AMERICAN CANCER SOCIETY. Thanks to their work, over 11 million cancer survivors are alive today. The assignment was to tell the world about this important work. The strategy was to entertain and inform at the same time.

Creative Execution
Artists from around the world created original designs inspired by a CANCER SOCIETY's breakthrough. Consumers could buy these designs as birthday wrapping paper, posters and limited edition prints at For print, full-sized sheets of this wrapping paper were folded up and inserted into magazines. Even better, magazine readers could colour in the wrapping paper with their kids (like a colouring book), helping teaching a new generation about the AMERICAN CANCER SOCIETY's fight for non-smoking laws.

The back of the wrapping paper pointed consumers to where they could see even more artwork, buy it and help sponsor the fight against cancer.

Results and Effectiveness
Millions of monthly magazine subscribers were surprised when they turned the page to discover a piece of wrapping paper, free and ready to use courtesy of the AMERICAN CANCER SOCIETY. Many of these tip-in ads made their way onto walls, refrigerators and were even used to wrap presents...helping spread knowledge of the AMERICAN CANCER SOCIETY to more and more people.

To date, almost a million people have visited to shop for art inspired by the fight against cancer. This artwork has raised thousands of dollars for cancer research and has increased brand awareness to new highs.