SERVING THE UNDER-SERVED
The American Cancer Society is best known for their research and educational information about cancer. Few people know that they have the largest database in the country with resources and assistance to help people 24/7 with their day-to-day issues with cancer.
The Midwest chapter of the American Cancer Society came to re:group to help them get the word out about their services to low income Medicaid and uninsured audiences in Detroit and Indianapolis. Through interviews with the ACS community outreach people we learned that our communications must be very streamlined and focused. We must use media and grass roots efforts to reach them in places where they live, work, socialize and worship.
“I have cancer and I need to know what to do.” It was a simple, straightforward approach. A variety of people were shown asking different questions to demonstrate that ACS can help with a variety of issues and that cancer affects all ages and ethnicities. Our strategy was to convey that they would receive real, relevant help from a real person is available with one call 24/7.
We used media vehicles most likely to be viewed by the target: transit, outdoor bulletins in neighborhoods, Hispanic newspaper, direct mail, radio. Physician, churches and community centers received posters with tear off pads with the phone number to communicate at the neighborhood level. The Internet was intentionally avoided as it was felt that this audience would have limited web access. A separate ad targeted physicians in Michigan and Indiana to remind them of the services ACS offers cancer patients.
The campaign ran for six months from May-September. In Indianapolis phone calls increased 41.5% over the same period a year ago. In Detroit calls increased over 55% vs. the previous year. The American Cancer Society was very pleased with the increase in calls to their resource center. The campaign continued into the following year with calls increasing over 50% from the previous year.
