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The Leukemia & Lymphoma Society launches fundraising campaign in US

Charity’s $5m campaign intended to increase donations in search for cure

Someday_is_Today_cancer–ad_campaignThe Leukemia & Lymphoma Society's (LLS) US campaign, entitled 'Someday is Today' launches this month. It was developed with New York based branding agency, Interplanetary and will run to the end of the year.

Intended to increase donations for the search for a cure, the roll-out across the US LLS will be using: TV (two ad versions), print, radio, outdoor advertising and digital banners. The platform is designed to appeal to multiple targets – from people who are current donors to LLS, including survivors and/or families of those who have been diagnosed with blood cancer, to the general donor public who may have little if any awareness of LLS and its mission.

“'Someday is Today' is our platform to rally support for this cause," explains John Walter, LLS chief executive officer. "People talk about curing cancer at some point in the future. But, for LLS, someday is today. Contributions made to this organisation – through partners, volunteers and generous donors – are driving cures right now. The reality is, if you want to reduce the incidence of lung cancer, stop smoking. If you want to reduce the incidence of melanoma, use sun block. If you want to prevent the incidence of blood cancer, invest in a cure."

Interplanetary won the business – worth about $5m – after discussions with LLS senior vice president of marketing, Lisa Stockman. Stockman joined the charity last year from Time Inc Content Solutions, a division of Time Warner, and is described by LLS as “a results-driven executive”.

Stockman added: "Our objective is to build brand awareness so people have more knowledge of what we do and the impact of what we do. We're telling our story in a humanistic and modern way that engages our 61 chapters and also provides a marketing umbrella for The Leukemia & Lymphoma Society, because we want to make sure people have an emotional connection and are aware of our role in the battle against blood cancers."

While the campaign is not being promoted in Europe, LLS funds research in Europe and seeking new opportunities for overseas partnerships. In 2012, 300 LLS-supported research projects represented a total commitment of nearly $236m globally.

1st March 2013

From: Marketing

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