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Client: American Cancer Society
American Cancer Society
A national campaign that turned real stories into record-breaking generosity.
The Brief
American Cancer Society needed a year-end giving campaign that could move people to act. Not just notice. Not just feel something. Actually donate. The campaign had to work across broadcast television and digital platforms nationwide, and it had to cut through the noise of every other nonprofit asking for money at the same time of year.
The result was a campaign that drove a 15% increase in gifts, a 13% jump in web revenue, a $2 million Giving Day, and the first $10 million Giving Month in ACS history. Here’s how we got there.
Expertises
Services
The Stories
We produced a series of broadcast spots built around real cancer patients and survivors telling their own stories. Not scripted. Not sanitized. Authentic, heartfelt accounts of what the fight actually looks like and how donations from real people made a tangible difference in their lives.
That’s the kind of story that moves someone from “I should give” to “I’m giving right now.” And it’s the kind of story that only works when the production is good enough to get out of its own way. No heavy-handed narration. No stock footage filler. Just people, their experiences, and the space to let the emotion land.
While on set, we also captured high-end portrait and lifestyle photography of the survivors and patients, giving American Cancer Society a library of original, on-brand imagery to use across the full campaign and beyond.
The Digital Campaign
The broadcast work anchored the campaign, but the digital side carried it across every screen people actually look at. We created a suite of HTML5 animated ads and looping social videos designed to drive directly to donation pages. Every piece was built to feel like it belonged to the same campaign while being optimized for the platform it lived on.
The Result
The campaign delivered a 15% increase in the number of gifts and a 13% jump in web revenue over the prior year. Giving Day brought in $2 million, and Giving Month hit $10 million for the first time in ACS history. Real stories, told well, with real results to show for it.
