The American Cancer Society/the Ad Council Film More Than Medicine by The Richards Group

More Than Medicine

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Industry Against Cancer
Media Film
Market United States
Agency The Richards Group
Creative Director David Canright, Lynda Hodge
Art Director Lynda Hodge
Copywriter David Canright
Released November 2018

Credits & Description

Category: Public Interest, NGO
Media: Film
Brand: The American Cancer Society
Agency: The Richards Group
Geo: United States
Advertising Agency: The Richards Group, Dallas, USA
Creative Director / Art Director: Lynda Hodge
Creative Director / Copywriter: David Canright
Photographer: Andy Mahr
Director: Amanda Blue
Editor: Jack Waldrip
Agency Producer: Jenny Wolk
Published: November 2018
Synopsis:
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.