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More Birthdays
I have a new favorite advertising campaign. New is a relative term since it has been running for about a year now, but I have seen more of it lately and have found it inspiring and clever.
The American Cancer Society launched their new ‘The Official Sponsor of Birthdays’ campaign this time last year. It is one of the smartest tag lines I’ve heard in years. The grace in this tag is that it delivers their mission in a succinct identifiable way. Their main goal is to help save lives and help people live longer. And have more birthdays. Period. Through cancer research, treatments, awareness, prevention – they work towards that one goal. Helping people have more birthdays. It’s a brilliant way to express their message.
In addition to my new favorite tag line, the campaign is fully integrated with online efforts spanning evites, facebook, twitter, youtube, e-cards, blog. But here is when the ACS got my attention lately. They have started sponsoring the birthday mentions on morning shows. While the social media stuff is great and all (clearly I’m a fan of that medium) this news tie in is the best part of the campaign. It is old school but it makes sense.
This birthday mention is brought to you by ACS – the official sponsor of birthdays.
Is there a better place for the message? It’s funny, inspiring and thought provoking at the same time. And what I find refreshing about it makes sense. It is on strategy and on point. It’s not a company getting on facebook for the sake of being on facebook. It’s an agency thinking – where does this make the most sense, and coming up with a solid placement.
Anyway, kudos to American Cancer Society and The Martin Agency.
- libby sexton
