“I knew INTERPLANETARY could develop a campaign that would not only touch people’s hearts, but get them excited about the progress we’ve made in the fight against cancer, and turn them into supporters and advocates.”
The Leukemia & Lymphoma Society is the world's largest voluntary health organization dedicated to funding blood cancer research and support services. LLS wanted to raise awareness of the extraordinary advances in curing blood cancers. For example, in the 1960s the five-year survival rate for the most common form of childhood leukemia was 3%. Today it’s 90%.
The INTERPLANETARY team created “Someday is Today” to tell the story of LLS’s enormous progress in its 60-year fight against blood cancer. Optimistic and uplifting, the campaign highlights jaw-dropping research successes, survivor stories, and the organization’s impact on affordable treatment and patient support. It explains how LLS-sponsored discoveries in blood cancer have helped the fight against many other types of cancer. The campaign is designed to engage with many audiences across multiple media channels including social, digital, print, television, radio and outdoor.
“Differentiating a mission-based organization such as LLS requires moving beyond fundraising campaigns and creating an enduring brand,” said senior vice president for marketing and brand development, Lisa Stockmon. “I knew INTERPLANETARY could develop a campaign that would not only touch people’s hearts, but get them excited about the progress we’ve made in the fight against cancer, and turn them into supporters and advocates.”
Brand-building across multiple media channels is what INTERPLANETARY does best. The team’s work at agencies such as Ogilvy, Ammirati & Puris, BBH, Wunderman, Wieden & Kennedy and Leo Burnett has helped shape some of the world’s most successful brands, including Allstate, American Express, Ameritrade, AT&T Wireless, Johnson & Johnson, Motorola and Time Warner Cable.
“The Leukemia & Lymphoma Society campaign is rooted in the classical values of humane, relevant and intelligent communication,” says Bruce Lee, INTERPLANETARY creative director. “Our job is to get you to become an active part of the brand. If you’re excited by the LLS story, if it catches you by the heart and appeals to what you believe, you’re more likely to join in. That’s how great brands are built.”
About INTERPLANETARY. INTERPLANETARY is the SoHo, New York-based communications agency that’s helping marketers work smarter. In a universe where people shop, communicate and build relationships in new ways, INTERPLANETARY brings the worlds of brand, direct and digital together, creating experiences that don’t just engage or sell, but do both better. For more information visit www.interplanetaryHQ.com.