Live Client Campaign:

Organization Information:

VCU Massey Cancer Center is among the top 4 percent of cancer centers in the country and is one of two in the state designated by the National Cancer Institute to lead and shape America’s cancer research efforts. To collect donations for like saving research the organization relies on an annual event called- The Massey Challenge.

 

The Massey Challenge originated as a physical event where the organization received a percentage of the donor registration fee for from racers of the Monument 10K- one of the largest races in the country.

 

Last year they realized that associating with one event-that focuses on physical activity- it limits the amount of participants, which significantly limits donation opportunities. To overcome this obstacle they have created individual Massey Challenges where donors can create their own event based on what they are passionate about. 

Everyone hates Cancer.

It's not because 1 in 3 women and 1 in 2 men will be diagnosed with cancer in their lifetime. How that adds up to 1.7 million new cancer diagnoses in the U.S. each year. And  how the medical costs of cancer care exceed $125 billion (and are only expected to grow).

Background:

In order to raise funds for life saving research, the Massey Cancer Center has relied on an annual event called “The Massey Challenge” for the last five years. This partnership with the Monument 10-K has raised over $5 million with over 9,841 participants. This past year they decided to open up fundraising opportunities to allow anyone to create their own “Challenge” and donate the money to Massey.

 

The Ask:

With the new idea of combining both DIY Challenges and incorporating the annual 10-K event, the team at the Massey Cancer Center asked Brandcenter students to find a new way to fundraise to allow them to reach their 2016 campaign goal of $750,000. 

 

Problem:

Due to the addition of DIY Chanllenges, fundraisers can no longer easily grasp the Massey Challenges's message and identity.

Ask Reframed:

Give them a “New Way to Massey” that prioritizes awareness, donations, participation, and can be sustainable for the future.

Research Findings

Strategy:

Shift the peer-to-peer fundraising model away from the traditional focus of raising money to reach a monetary goal. Instead, challenge people to recruit an army of cancer fighters.

 

It’s more than an event, or collection of events, it’s a movement fueled by people who believe that research will end cancer and that together we can help more people live.

Creative Executions

With the new strategy of creating Movement fueled by an Army of Cancer fighters, we realized we needed two campaigns. The first campaign focused on recruiting our army to gain more supporters and increase engagement with the brand. The second campaign focused on highlighting individuals in the movement to foster long-term relationships with Massey.

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Other team members: AD: Anna Andreen, CW: Emily Hovis, XD: Bryan Mortenson, ST: Sam Halle

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Michelle Marie Darnell | Brand Strategist | VCU Brandcenter