Since the 1950s, The Leukemia & Lymphoma Society has made extraordinary strides in curing blood cancers and improving patients’ lives. But the donor public had little awareness of LLS and its impact on the cancer landscape. Our integrated advertising campaign changed minds and behavior in a big way. Eschewing the usual guilt and sentimentality, it shows the pioneering results contributions have led to, all under the theme line, “Someday is today.” (Yes, the voice in the TV is indeed actor Michael C. Hall, a leukemia survivor.)
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TV, OOH, print and digital contributed to a media-surround strategy that in less than one year put LLS on the map as a leading edge charitable organization and produced a 50% lift in average daily donations at peak spend when all media were working together, and a 15% lift in site traffic during the flight. Ultimately we generated a significant ROI as annual online donations were 88% higher in markets exposed to our campaign.