The American Cancer Society Jill Sales

What is it? Mission Statement The American Cancer Society is the nationwide, community-based, voluntary health organization dedicated to eliminating cancer as a major health problem by preventing cancer, saving lives, and diminishing suffering from cancer, through research, education, advocacy, and service.

What does it do? Programs: ● Newsletters/sites on cancer updates/info ● Road to Recovery Rides ● Look Good Feel Better ● Patient Lodging Programs ● Fund Research ● Lobby Groups

Big Idea ● ACS and Cosmo will team up to promote breast cancer awareness and its programs during breast cancer awareness month

Audience ● Females between o Cosmo Readers o Most breast cancer diagnoses happen after age 35  Get their attention/support early o Prevention/Education ● Secondary: Mothers

Objectives Strategies ● Continue mission of educating public, specifically young women, about cancer prevention, detection, and treatment ● Generate a positive image of the ACS as caring about adolescent and young people’s health ● Promote fundraising long-term and short-term ●Use Cosmo Magazine as a platform for educational information ●Promote ACS resources available to those affected by cancer and those wanting to stay informed ●Encourage donations during breast cancer awareness month. Also lifelong donations from this age group by appealing to their interests

Tactics- Traditional Media ● Cosmo as the main traditional Source ● Press Releases on special events and statistics ● Christina Applegate as spokesperson o Appear on Ellen, Today Show

Tactics- Social Media Facebook ● submit stories about how cancer has affected them- chance to be featured in the issue, winners meet Christina Applegate Twitter and Instagram ●#mybreastcancerstory and #mysurvivinghero competitions, winners posted on Cosmo and ACS pages weekly

Fashion Show ● Event sponsored by ACS and Cosmo ● Models are cancer survivors ● Funds go to breast cancer prevention programs

Fundraising Competition ● All month long ● Participants register online ● Top 10 winners will be featured in the magazine

Evaluation ● Before and after surveys of Cosmo readers’ knowledge ● Monitoring social media posts o Posts about and competition posts ● Donation numbers during this time period o Harder to determine long-term results