Few women in the United States knew that lung cancer had surpassed breast cancer to become their #1 cancer killer. So the American Lung Association’s (ALA) urgent calls for new research funding were not being answered.
We created LUNG FORCE, a rallying cry to women to stand together and take action. Partnering with CVS, we launched an education and fundraising campaign across a full spectrum of channels. In just a few months, LUNG FORCE blossomed surpassed all benchmarks. It was a movement.
Excerpts from the branding manual:
In just a few months, LUNG FORCE blossomed into a movement, and fundraising surpassed all benchmarks. As LUNG FORCE begins its second year, federal lawmakers are beginning to re-examine lung cancer research funding—and more women’s lives will be saved.