Cancer Campaign Lifts Spirits
Cancer is a difficult subject to discuss, even though it touches the lives of so many. So when Philadelphia's Fox Chase Cancer Center (FCCC) began planning for a new campaign to connect with its patients and families and attract outside supporters, the planners sought out a simple and uplifting message.
After extensive discussions, the planners decided on the theme, “Love Versus Cancer,” and launched an accompanying Web site (www.loveversuscancer.org) at the beginning of February. The site invites visitors to send e-cards, share videos and learn about the FCCC.
Promotional products are a key component of the campaign. The FCCC's leadership developed the theme and used a “Love Versus Cancer” logo on buttons, stationery, T-shirts and more. When visitors register on the Web site, they receive a free button, while those making donations of $100 or more get a magnet to put on their car. Logoed T-shirts are also available to purchase online, as well as in the FCCC's gift shop.
“When you leave the computer, you leave the campaign,” says Lisa Bailey, director of social media and communications for FCCC. “So the promotional products let the campaign live in other places.”
The effort has involved a significant expansion of the FCCC's social media presence, creating a special YouTube video of a pet therapy dog and branding its Facebook and Twitter accounts with the “Love Versus Cancer” theme. Since shifting to this theme, the FCCC has seen its social media memberships skyrocket and a boost in supporter sign-ups and donations.
The success of the campaign so far has the FCCC's leadership looking for ways to expand it further. They have already gone through the initial order of 6,000 buttons and are looking at incorporating “Love Versus Cancer” wristbands, as well.
“When someone is diagnosed with cancer, so many more people are touched than just that one person,” says Bailey. “This is a way to let those people share their love, share their thoughts and get involved.”
What's In A Name
Do you ever wonder where company names come from? Sometimes multi-million dollar consulting contracts are involved, but sometimes it's just a whim! Regardless, they can have a major impact on public relations. Here are a few well-known brands and stories of their origins.
Apple Inc. began in 1976 when Steve Jobs and Steve Wozniak, inspired by the Altair computer kit, built their first computer in a garage. Jobs had worked on an apple farm during the summer, and had developed a love for the fruit. An affection for the Beatles' record label was an influence as well. (He never envisioned the impact that would have later.) The two young men settled on the name because they couldn't think of a better one.
Google Inc. is a play on googol, the mathematical term for the number 1 followed by a million zeroes. The name ties to the mission of organizing the enormous amount of information on the web. Who knew the name would become a verb?
Nike, Inc. is named for Greek mythology's goddess of victory, an appropriate connection for an athletic apparel company. The famous “swoosh” logo was created by a freelance designer, Carolyn Davidson, for $35. Even with the reported “additional compensation” provided later, this was among the biggest bargains in marketing history.
Yahoo Inc. reflects the sense of humor of founders Jerry Yang and David Filo. In 1994, they came up with the name as an acronym for “Yet Another Heirarchical Officious Oracle.” They knew it was a keeper when a dictionary revealed one meaning of the word as “rude, unsophisticated, uncouth.”
Verizon Communications, Inc. probably spent more money than all of the above to come up with a name when GTE merged with Bell Atlantic in 2000. In an approach similar to pharmaceutical companies, they made up a word based on several associations. The letters “V” and “Z” are thought to connote speed; the latin “veritas” suggests certainty and reliability; and “horizon” represents a visionary and forward-looking approach, according to the company.
Chances are, your company already has a name. If you need some help making it top-of-mind for your customers and prospects, call APTCO.