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.