American Cancer Society Invests in Ad Campaign Despite Tight Economy

New Ads Spread the Word About Free Place for Cancer Patients to Stay During Treatment

NEW YORK, NY (September 1, 2009) — In tough economic times, people turn to nonprofits for help. Although contributions may be declining while demand for services is increasing, it has never been more critical for nonprofits to draw attention to vital programs and services. In an effort to support the Hope Lodge New York City, Jerome L. Green Family Center (Hope Lodge NYC), the American Cancer Society of New York and New Jersey has developed an innovative and strategic paid consumer advertising campaign to run in the midst of the most ambitious fundraising initiative in its history. Hope Lodge NYC is the only free facility of its kind in the New York metro area providing lodging and support services for those who must travel far from home to access specialized cancer treatments. Since opening its doors in November 2007, Hope Lodge NYC has served over 3,000 patients and their families from 46 states and 20 countries.

“Investing in an ad campaign in a media market that is saturated with nonprofits vying for the public's attention demonstrates the Society's commitment to Hope Lodge New York City and speaks to the importance of the unique and vital service it provides” said Mady Schuman, Senior Vice President, Campaign and Leadership Giving, American Cancer Society of New York and New Jersey.

The American Cancer Society of New York and New Jersey was able to leverage a major national brand revitalization effort launched by the Society’s National Home Office. “The Official Sponsor of Birthdays™” campaign asks people to imagine a world with more birthdays and highlights all of the ways the organization saves lives -by helping people stay well, get well, and by finding cures and fighting back. The local campaign introduces Hope Lodge as New York's “birthday headquarters,” highlighting a vital patient service that gives patients access to treatments that, in some cases, may offer the best chance for survival.

Twenty-seven-year-old Mary Elizabeth O'Donnell Moore has been a guest at Hope Lodge NYC since May 2009. After being told by her doctors in Lexington, Kentucky that they could not treat her for the rare type of cancer she was diagnosed with, Ewing's sarcoma, she had to find an alternative. She sought treatment at a major cancer center in Manhattan and was looking for an apartment to rent, when a social worker from the hospital told her about Hope Lodge. “I have no idea what I would have done if Hope Lodge wasn't here. I was looking at apartments outside the city, so I still would have had to travel in for my treatment,” O'Donnell Moore said. “Hope Lodge New York City takes a load off your shoulders and let's you focus on getting better.”

The Hope Lodge NYC consumer advertising campaign is designed to connect with potential donors to make them aware that there is a free resource located in the heart of mid-town Manhattan that can help ease the emotional and financial hardships faced by many cancer patients. The Society partnered with Company C, a direct and digital marketing firm based in New York City, to design the creative. The ad campaign will launch on September 1 in print publications, including Playbill/Met Opera, Avenue, Quest, Gotham, Hamptons, Town & Country; online, including NY Magazine (nymag.com) and New York Social Diary, and text ads on Google and Yahoo!; and radio, including 1010 WINS, WCBS, and WQXR.

Although Hope Lodge NYC is unique in its scope and size, the American Cancer Society operates more than 28 existing Hope Lodges near major cancer centers in other cities, and 20 more are planned. The national network is one of many direct patient services offered by the American Cancer Society. Reservation requests for Hope Lodge NYC are made through medical treatment providers. The American Cancer Society partners with the major cancer centers in New York City to identify patients with the greatest need for accommodations. To learn more about Hope Lodge New York City, please call the American Cancer Society toll free at 1-800-227-2345 or visit us online at www.hopelodgenyc.org.

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About the American Cancer Society
The American Cancer Society combines an unyielding passion with nearly a century of experience to save lives and end suffering from cancer. As a global grassroots force of more than three million volunteers, we fight for every birthday threatened by every cancer in every community. We save lives by helping people stay well by preventing cancer or detecting it early; helping people get well by being there for them during and after a cancer diagnosis; by finding cures through investment in groundbreaking discovery; and by fighting back by rallying lawmakers to pass laws to defeat cancer and by rallying communities worldwide to join the fight. As the nation’s largest non-governmental investor in cancer research, contributing about $3.4 billion, we turn what we know about cancer into what we do. As a result, more than 11 million people in America who have had cancer and countless more who have avoided it will be celebrating birthdays this year. To learn more about us or to get help, call us any time, day or night, at 1-800-227-2345 or visit cancer.org.