CLIENT: THE AMERICAN CANCER SOCIETY 

PARTNERSHIP: ACS & NATIONAL RECORDING ARTISTS

SELECT PARTNERS:

Charlotte Church

Faith Hill

Justin Bieber

Kieth Urban

Kylie Minogue

Lady Antebellum

Lionel Richie

Maroon 5

Matthew Morrison

Ricky Martin

Rihanna

The Band Perry

 

ACS' More Birthdays campaign had been running for several years. The team wanted to elevate the campaign by partnering with highly recognizable artists and musicians.

 

With less than two weeks to go before our first air date, I was brought in to identify and secure high-profile musicians to partner with ACS . . . for free. My first call was to Justin Bieber. He and his team immediately agreed to help. Then came Keith Urban, Rihanna, Kylie Minogue, Ricky Martin and suddenly everyone wanted to be a part of the campaign.

 

The value of these partnerships exceeded $10 million but more importantly, awareness was raised and donations increased.