Stand Up 2 Cancer
Stand Up 2 Cancer (SU2C) launched in 2008 by the Entertainment Industry Foundation as a bold new organization focused on challenging the inefficiencies of conventional research processes and accelerating the cure for cancer. As SU2C entered its second year, it sought to evolve its digital presence into a significant fundraising channel. However, as a newcomer in the already saturated nonprofit category, SU2C faced a number of challenges, including competition from established cancer nonprofits and decreased charitable giving overall. So, SU2C turned to DDB Issues & Advocacy for help. From the outset we knew that to activate donors we needed a strategy that enabled them to feel like they were part of the solution. To act, we need to believe our actions will have an impact.
Our idea was to leverage the client’s celebrity talent and industry relationships to communicate the fundamental truth about cancer: anyone can get it, no matter how famous, powerful, successful, or young you are. And because everyone has a personal stake in the fight against cancer, we targeted our message, “Cancer Doesn’t Care,” to a broad range of audience segments. The message resonated with the public and led to the eventual development of a robust community through which supporters were able to contribute by starting their own fundraising teams through their social networks and tracking their results.