The Side Note

The American Cancer Society launched the “Choose You” initiative this week to encourage women to take care of themselves and get proper cancer screenings. The national campaign involves a microsite, televisions actress spokesperson, two national sponsors (with advertising and marketing of their own), a national advertising campaign, and campaign–centered day.  We’ll take a look at the integrated health care campaign and review the tactics it uses.

The sobering facts, according to the American Cancer Society, is that one in three women will get cancer in her lifetime, and about half of all cancer deaths could be prevented if people maintained a healthy weight through diet and regular exercise; avoided tobacco products; and got recommended cancer screening tests. Unfortunately, it’s not always easy to incorporate these healthy behaviors into a busy lifestyle.

Using actress Ellen Pompeo, from Grey’s Anatomy, as their spokesperson, the American Cancer Society held a large kickoff event in Times Square. They are encouraging women to sign a Choose You Commitment, an online pledge to reach a specific, individual health goal. Participants give a minimum five dollar pledge once they sign a Choose You Commitment to incentivize them to stay on track. They can also ask friends and family to support them.

Choose You participants and visitors to ChooseYou.com, the campaign’s microsite, have access to online support and tools such as a calorie calculator, virtual dietitian, nutrition and activity quiz, smoking cost calculator, prevention and early detection videos, and a desktop helper with daily health tips.

National sponsor Sprite Zero will launch new advertising to raise awareness of the Choose You initiative. The new digital and billboard ads will appear across the country starting in May and will feature the tagline, “The Choice Is Clear,” with information on the brand’s zero sugar and no caffeine benefits. Sprite Zero is also supporting the Choose You launch through product sampling and couponing.

National sponsor Walgreens, through its stores nationwide, will be offering discounts on products to help women live well and put their health first. Additionally, throughout the month of May, Walgreens customers will have the opportunity to support Choose You with a “scannable” donation at checkout.

On May 12, large employers around the country participated in Choose You Day, and encouraged their employees to pledge a five dollar donation to the lifesaving work of the American Cancer Society. The employees were also encouraged to take 30 minutes during the workday to focus on their own personal health. Employees could choose to take a walk, attend a yoga class or participate in a program provided by employers.

This campaign has lofty goals, and a great deal of marketing, public relations and advertising to back it up. The integration of advertising and marketing here is brilliant. Using advertisers to support your cause and spread your message is both cost-effective and a smart tactical move. However, the messaging for Sprite Zero will be interesting to review as they try to spread a healthy message yet not ‘dis’ their staple brand, Coke; a difficult, but accomplishable goal.

Overall the campaign’s use of a microsite, pledge and multi-faceted approach to educate women is smart and will hopefully be effective in making American women take action in regards to their own health.