2011 Jay Chiat Awards Winners

For Good Strategy—Bronze
The Martin Agency
The American Cancer Society | "How Can an Aging Charity Compete With Sexy, Young Causes?"

The American Cancer Society is one of America's oldest and most pre-eminent charity brands. It is respected, revered, and trusted. But the brand was struggling to remain relevant in the 21st century. The brand was surrounded by smaller, nimbler, "sexier" cancer brands like LiveStrong and Komen. The ACS was seen as an old Doctor trapped in a lab, while these other brands were out in the world, sporting wristbands and ribbons, racing or walking.

The ACS was a 1.0 Charity in a world of 2.0 causes; but we thought they had the potential to define 3.0. We had to change their image from a Researcher into a Life Saver.

For one of America's oldest and biggest charities, we couldn't play small ball. Our strategic and creative breakthrough came with the big idea of "The Official Sponsor of Birthdays," a celebration of the lives the ACS has helped save.

We then created a campaign that was a multi-channel birthday "party" involving famous musicians and artists, and which asked consumers to actually act rather than just think. "The Official Sponsor of Birthdays" has turned into a rallying point and cry for the entire organization, and has increased relevance and mind share.

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