AWARENESS CAMPAIGN – #CancerFreePlanet

Introduction

The American Cancer Society is on a “mission to free the world from cancer.” (About Us, n.d.) The following proposal is a social media campaign pitch focusing on the promotion of #CancerFreePlanet. The ultimate goal is to raise awareness for the American Cancer Society by collaborating with Instagram verified users and entertainers to share campaign content for an opportunity to be featured on the #CancerFreePlanet prosocial campaign website.

The next Persuasion Pitch is a Call to Action to Donate Today! The following document is for educational proposes to meet course requirements for COMSTRAT 701 at Washington State University. The organization of choice for this prosocial campaign is the American Cancer Society. Lavender is the color choice for this campaign as the color is representative of all forms of cancer. The desired outcome is an increase in awareness, social media engagement, and a monetary donation to the American Cancer Society.

Company Contact:

Website: www.cancer.org

tel:800.227.2345

Current ACS (American Cancer Society) Fundraiser: Making Strides Against Breast Cancer Walks, Relay For Life Events, College Relay For Life, Coaches vs. Cancer, Galas, Balls & Parties, Ways to Give, Memorial Giving, Planned Giving, Leadership Giving, Donate a Car.

Vision

The following campaign topic is the prosocial promotion of a Cancer-Free Planet. The campaign intends to spread (increase) social media awareness for a new #CancerFreePlanet campaign directing the monetary donation to the American Cancer Society. 

Target Audience

  • Millennials Are Using Smartphones More Than PCs (Marketing Charts, 2019)
  • Fifty-seven percent of millennials discover fashion trends on social media, and they are expected to spend $1.4 trillion in 2020. (Loeb 2020)
  • Pew estimates that US-based millennials will be the largest generation from 2020 and beyond outnumbering both the baby boomer generation, Gen X and Gen Z. (Expert Commentator, 2020)
  • 59% of Millenials between the ages of 18 and 24 are active on social platform Instagram, and 54% of those aged 25 to 34 use Instagram on a regular basis. (Fuscaldo, 2019)

General Concept

The #CancerFreePlanet campaign is a social media campaign to raise awareness through content collaboration with verified Instagram users. The campaign attempts to engage social media users with a holistic theme of cancer eradication.

Why is this important?

My family, as have so many others, both domestic and globally,   experienced the devastating news of a cancer diagnosis. The #CancerFreePlanet campaigns want to raise awareness for the American Cancer Society in the hope that one day soon, we can locate a cure. “Donate Today!” is the CTA (call to action).

What do you hope to achieve with this pitch? What are the specific desired outcomes?

The desired outcome of the #CancerFreePlant campaign is to raise awareness of cancer research and ultimately live on a cancer-free planet. Success metrics include an increase in social media engagement and an uptick in monetary donations and central website traffic (www.cancer.org). The campaign hashtags, #CancerFreePlanet, currently displays 5 total posts on Instagram. 

Background or orgin

The following campaign topic is the prosocial promotion of a Cancer-Free Planet by spreading awareness for a new #CancerFreePlanet campaign directing the monetary donation to the American Cancer Society.

Core Values: Integrity, Compassion, Courage, Determination, Diversity (Our Core Values, n.d.)

The organization of direct benefit will be the American Cancer Society. “The American Cancer Society’s mission is to save lives, celebrate lives, and lead the fight for a world without cancer,” boasts the central website Mission Statement (Mission Statement, n.d.) The organization has been fighting cancer on numerous fronts for over 100 years. The ACS is a 501(c)(3) nonprofit corporation. Governance of the organization is the responsibility of a single Board of Directors. 

Current status update 

The ACS (American Cancer Society) does a great done establishing online credibility through valid Facebook, Instagram, Twitter, and Youtube accounts. Several http://www.cancer.org website pages garner organic keyword traffic with several web pages displaying a value estimate more significant than $100,000. (ahrefs.com, 2020)

Pitch Parameters or Strategy

Idea and Pitch

The following campaign topic is the prosocial promotion of a Cancer-Free Planet by spreading awareness for a new #CancerFreePlanet campaign directing the monetary donation to the American Cancer Society. Of the following Six Principles of Persuasion below, the #CancerFreePlaneet campaign will utilize three principles, as highlighted below.

Social proof: tap into influencers to add validation of your idea such as experts, celebrities, past customers, peers, the masses. (Hum, 2020)

Liking: tap into the shared beliefs, interests, and language of your target audience (Hum, 2020)

Authority: audience members tend to follow people (or products) who look like they know what they are doing. Authority is further enhanced with the inclusion of evidence-based stats, facts, and figures. (Hum, 2020)

Scarcity: customers are drawn to things that are exclusive or hard to come by (limited number, limited time, one-of-a-kind). Six Principles of Persuasion (Hum, 2020)

What effort is needed?

The campaign will take efforts to locate, contract, and collaborate with verified social media personalities. Strategic partnerships will need to fuse between verified social media personality and the ACS #cancerfreeplanet campaign. 

Execution

The campaign timeframe and duration can be an ongoing initiative if metrics prove successful upon monthly daily, weekly, or monthly analysis with the use of business analytics tools. The pitch is that until the planet meets the campaign’s objective of eradicating cancer, the campaign message can continue.

What visuals will accompany your pitch? What images, concepts, or other visuals will you use to bolster your ideas? 

Above are sample merchandise that can be offered to verified Instagram users for display in their collaborative content release. The following campaign topic is the prosocial promotion of a Cancer-Free Planet by spreading awareness for a new #CancerFreePlanet campaign directing the monetary donation to the American Cancer Society.

Success Metrics

Verified social media accounts will promote #cancerfreeplanet in a campaign approved manner. The campaign slogan and graphic art will adjust based on focus group feedback before public release. Several items will be available for analysis of campaign successes with social media verified users persuading others to engage in the campaign and donate. For example, the campaign intends to spread awareness for a new #CancerFreePlanet campaign directing the monetary donation to the American Cancer Society. Web traffic analytics, post-campaign implementation, may be available for success correlation. However, as our target demographic, millennials, utilize mobile and social media, analysis of Instagram metrics will more accurately display campaign success. Instagram metrics include impressions, engagement rate, brand hashtag, follower growth, and Instagram story engagement.  

What is the call to action for the campaign or pitch? What do you want the audience or stakeholder to do in response to the idea?

The Call to Action is to Donate Today! The campaign is a prosocial promotion of a Cancer-Free Planet by spreading awareness for a new #CancerFreePlanet campaign directing the monetary donation to the American Cancer Society.

Conclusion

The American Cancer Society has provided services for 100+ years. The Cancer Free Planet social media campaign intends to highlight ACS credibility and drive monetary donations to the organizations. By utilizing persuasion principles and verifiable social medial personalities, the campaign will increase likes, comments, shares, and overall SM platform engagement. At this time (June 21, 2020), the Instagram hashtag #cancerfreeplanet has on only five posts total. The #, campaign vision, and message, and elements in this presentation can all be in association with the ACS in an ongoing effort to eradicate the negative impacts of cancer. Campaign elements including 

Anthony M Jennings | Washington State University | June 21, 2020 | COMSTRAT 701 – Capstone Prompt 3: Persuasion Pitch

References:

Cancer Facts & Figures (2019). Retrieved from https://www.cancer.org/content/dam/cancer-org/research/cancer-facts-and-statistics/annual-cancer-facts-and-figures/2019/cancer-facts-and-figures-2019.pdf

Mission Statement (n.d.) American Cancer Society. Retrieved from https://www.cancer.org/about-us/who-we-are/mission-statements.html

Our Core Values (n.d.) American Cancer Society. Retrieved from https:/www.cancer.org/about-us/who-we-are/our-core-values.html

Purple or Lavender typically represents all cancers. Prosocial campaign. (https://www.verywellhealth.com/cancer-ribbons-colors-meanings-2249253)

Roswelll Park (Jan 8, 2019.) Retrieved from https://www.cancer.org/latest-news/facts-and-figures-2019.html

Need help with communication efforts? Contact me at anthony@manonplanet.com or send me a message below. 

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