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American Cancer Society Launches Major Brand Revitalization Effort to Help Broaden Consumer Understanding and Connections
Date:4/21/2009

r services, it has never been more critical for the American Cancer Society to connect with supporters so they know how their financial and volunteer contributions are making a difference. With demand for cancer support services running nearly 20 percent above levels of a year ago, making the connection is particularly vital for the Society as it heads into its key fundraising season. More than 5,000 American Cancer Society Relay For Life(R) events -- the organization's signature fundraising activity -- are slated to take place across the country this year, with many of them occurring this spring.

"The American Cancer Society's community presence is often best felt through Relay For Life, the largest global grassroots movement and cancer fundraiser that involves more than 3.5 million participants celebrating people who have battled cancer, remembering loved ones lost, and fighting back to end a disease that has taken too much," Fontham added. "The money raised through Relay has enabled the American Cancer Society to play a role in nearly every major cancer breakthrough in recent history. As we celebrate the 25th birthday of Relay For Life this year, it's critical now more than ever that Relay participants understand the role they play in creating a world with more birthdays."

The brand revitalization effort includes a major national advertising campaign that launches on April 21 on television programs, including "Good Morning America," the "Today" show, "20/20," "60 Minutes," "The View," "CSI," "Amazing Race," "Dancing with the Stars," "Extreme Makeover Home Edition," and on cable channels including USA Network, Discovery Health, Hallmark, TLC, HLN and SoapNet; in print publications including Better Homes & Gardens, O-The Oprah Magazine, Health, Family Circle, Cooking Light, Woman's Day, Ladies' Home Journal, Prevention and Essence; and with a large online presence, including ads on WebMD, AOL, Federated Media blogs, epicurious,
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SOURCE The American Cancer Society
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