Behind financials, access to transportation is the second leading challenge cancer patients face when receiving treatment. American Cancer Society asked TMG to increase awareness of their volunteer pick-up program, which matched cancer patients with volunteer drivers in their local community.

We found that, by positioning volunteering as convenient, achievable, and rewarding, we could lower the barriers of entry for people signing up for the volunteer program. In particular, we emphasized the idea that having a significant impact on someone’s life can be as easy as running an errand.

THE CAMPAIGN - ROAD TO RECOVERY

Our story begins with two mothers getting their children ready for school. A split screen reveals one as a cancer patient and the other a Road to Recovery volunteer picking her up. In the following scenes, we break down barriers — to human connection, to medical care, to program participation.

Released on the ACS_California Facebook page in 2018, our video campaign was shared by hundreds, viewed organically by 11.7K users, and resulted in a 50% growth in volunteer rides for the ACS patient ridership program. American Cancer Society continues to use the spot in several other online campaigns and at fundraisers that have successfully raised $65,000.

CREDITS

Special thanks to American Cancer Society.
Created by Trojan Marketing Group

Emily Heuring - Account Director
Rosie Goldwasser - Account Director
Jake Bettinelli - Project Manager
Hannah Nowak - Creative Strategist
Xandra Beverlin - Creative Strategist 
Zach Wright - Creative Strategist
Jenny Chung - Designer
Julia Erickson - Designer
Kris Nguyen - Producer
Porschia Adler - Producer
Brandon Le - Cinematographer
Nick Paskhover - Director
Jenna Han - Script Supervisor
Stephanie Wong Harrison - President