[school] American Cancer Society Campaign

For my Advanced Public Relations class my group had to create a campaign to increase donations for the American Cancer Society during this time. Their biggest fundraiser their walk-a-thons will not be able to happen this year and we were tasked with creating something that can be done during the COVID-19 crisis.

The Group and client

This project was done with Arianna Paradine,
Anthony Dillenbeck, Edward Deaver, Shardonae Hoppie, and Peter Ciaralli for Professor Read’s CMM-477-01: Advanced Public Relations. We had the client of the American Cancer Society.

2 Strategies for fundraising/awareness

Slide 2 of our deck – Ways you can support American Cancer Society

The first idea was to launch a socialmedia campaign

The second idea was to digitize American Cancer Society Walkathons in the virtual world of Zwift.

Idea 1: #OnWednesdaysWeWearPink

Slide 3 from our deck - Idea 1 - #OnWednesdaysWeWearPink
Slide 3 from our deck – Idea 1 – #OnWednesdaysWeWearPink
Slide 3 from our deck - Idea 1 - #OnWednesdaysWeWearPink
Slide 3 from our deck – Idea 1 – #OnWednesdaysWeWearPink

Using the Instagram hashtag, #OnWednesdaysWeWearPink can help circulate awareness for the American Cancer Society. Not only is it catchy, it’s a well-known phrase from the movie, Mean Girls. Using this phrase will appeal largely to a younger crowd, but you don’t have to know the movie to participate in this challenge! Trying to get large groups of people such as medicals professionals, teachers, police and firefighters would be a great way to do this challenge.

Challenge: on a Wednesday during the week or month, have people post a picture wearing a pink shirt on Instagram with the hashtag. #OnWednesdaysWeWearPink. This challenge doesn’t have to only be specific to Instagram, this can also apply to Facebook and Twitter.

Fundraising: For every post made, donate $.50-$1 from a social media platform such as Instagram or Facebook.

Idea 2: Virtual American Society Walk/Run

Slide 4 from our deck - Idea 2 - Virtual American Society Walk/ Run
Slide 4 from our deck – Idea 2 – Virtual American Society Walk/ Run
Slide 5 from our deck - Idea 2 - Virtual American Society Walk/ Run
Slide 5 from our deck – Idea 2 – Virtual American Society Walk/ Run

Using Instagram or Facebook live, have an executive or organizer from ACS go on a live walk/run on social media as well as on Zwift, a virtual cycling/running app. Considering that large groups are prohibited, this is a good way to get people to show their support for ACS as they would in a normal cancer walk/run while social distancing!

– Challenge: use either Instagram live or Facebook live with Zwift to do a walk/run and have others join. Walking instead of running may be more reasonable if you’re holding a phone to do the live. If possible, donate a free t-shirt to the first 100 people that go on the live!

– Fundraising: For every dollar donated during the live walk/run either donate masks to cancer patients and doctors in need during the COVID-19 pandemic. An alternative is for every dollar donated during the activation event, donate a care package to a cancer patient in need. Matching donations $1 per mile.

Research Supporting Challenges

Idea #1) The hashtag exists on TikTok, Twitter, Instagram, Facebook. On TikTok a primary youth focused social media the hashtag #onwednesdayswewearpink has 8.6 Million views. Instagram usage: 430k posts. Need more time to get Twitter data due to data restrictions, anecdotal note it regularly trends in the US.

Idea #2) Zwift has ~1.1 Million registered users (note: this number changes with the seasons). In 2019 the Pittsburgh marathon partnered with Zwift for training. USA Cycling(Governing board for US Cycling) is running a virtual race league on it. Can lead to future brand integration with health activities like Peloton(1.4 million users), or Strava mile challenges (Strava has 42 million registered users).


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