As I began with the American Cancer Society, we had a challenge. The leading cancer fighting organization in the world had a stable of Tier 1 college basketball coaches supporting the Coaches vs. Cancer program for more than two-decades. However, the involvement of new, younger coaches was waning and and mainstream awareness of Coaches vs. Cancer was minimal at best.
With so many recognizable coaches willing to do so much, it was time to put the full-court press on to fight cancer and bring the brand off the bench...but how?
We had a few of our most recognizable coaches make "The Recruiting Call" and launched the brand's first ever campaign across traditional and digital channels and rebranded the messaging construct to bring new new coaches, volunteers and donors to come and play for us.
With so many recognizable coaches willing to do so much, it was time to put the full-court press on to fight cancer and bring the brand off the bench...but how?
We had a few of our most recognizable coaches make "The Recruiting Call" and launched the brand's first ever campaign across traditional and digital channels and rebranded the messaging construct to bring new new coaches, volunteers and donors to come and play for us.
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