IMC Hawks Blog

Tag: Cancer

  • What Do You Stand For?

    With baseball’s 2012 Fall Classic in full effect, sports lovers from all over the country have tuned in to see whether the Detroit Tigers or San Francisco Giants are going to be this year’s World Series champions.  Those who missed game one of the series that took place on October 24th, missed one of the most moving phenomenons ever to take place on a baseball field (no it was not Pablo Sandoval’s historic three-homerun night).  Over 40,000 people showed their support for the Stand Up To Cancer (SU2C) foundation as they held a placard that read “I Stand For” followed by a name of someone diagnosed with cancer written by the holder of the placard.

    SU2C is an innovative project created to accelerate advanced cancer research that will quickly provide therapies to patients and save more lives.  They have taken a different route in promoting their brand by collaborating with other cancer foundations instead of competing against them.  The foundation is currently teamed up with six other cancer foundations and four research teams.  What really stands out about their brand though is the level of involvement they have with our society.  Aside from having game one of the World Series dedicated to the foundation this year, the foundation gathers much support from the entertainment industry.  Many of today’s well known celebrities are advocates for SU2C and even partook in a fundraising event that aired on national television.

    The show was dedicated to the 13 million US cancer survivors and generated over $81 million.  The show was a very motivating rally against the disease and was topped off with stellar performances from Taylor Swift, Alicia Keys, Tim McGraw, and Coldplay.

    SU2C could not have done a better job promoting their brand and their foundation.  By gaining support from all of the biggest names in Hollywood and Sports, they have gotten the attention of people all across the country and with all of this attention and publicity will come support.  SU2C is a great foundation fighting to cure a terrible disease and with their successful promotions, they will gather surplus amounts of donations and support.

    Zachary Abramo, Meaghan Beam, Jessica Butner, Jackson Lane

  • Less Cancer, More Birthdays

    “Imagine a world with more birthdays.” Everyone loves a birthday. Birthdays mean parties, presents, cake, maybe a few libations followed by the possible dancing, and just overall merriment. Birthdays celebrate life and represent another year in the world. It is pretty agreeable that birthdays insinuate a good thing and have an overall positive connotation. The American Cancer Society, which hosts Relay for Life-a walking event that is held across the nation and raises millions a year for cancer research and resources, has taken this phrase and integrated it into their marketing campaign to make people rally behind their cause. Now the phrase, “Imagine a world with more birthdays” has an even greater, even tear-jerking message. Imagine a world with less loved ones passing away from cancer and more people being able to be merry and on earth for another year.

    As the designated “Official Sponsor of Birthdays” the American Cancer Society takes hold of the emotional appeal of connecting their cause to everyday life.  The American Cancer Society uses slogans such as “Happy Birthday is a victory song,”  “A world with less cancer is a world with more birthdays” and many others to very effectively draw people into raising funds for the events.  Connecting something scary, like the often terminal illness of cancer, to the happy annual event of celebrating a birthday, something that everyone has, is a very innovative way to put the American Cancer Society’s cause at a relatable level for all.  Everyone may not have cancer, but everyone has a birthday.

    The fact that the American Cancer Society markets their events as a general celebration of life in general makes it appealing to those with cancer or those who have survived cancer because they are fighting and have fought to live and have more birthdays.  It also makes it appealing to those who haven’t had cancer because they get a chance to really celebrate, be grateful for their health, and the fact that they have been able to celebrate their birthdays without fear of them being shorthanded by cancer.  Finally, the message really digs emotionally when it comes to a person who has had a loved one pass away from cancer.  How amazing would it be to be able to celebrate one more birthday with that special person?


    As a society, we understand that messages are being thrown every which way to try to get us to do something.  While the American Cancer Society could use a percentage or amount of money to help get people to support the cause of cancer prevention and awareness, instead they opt to display their organization as one that can bring an immense amount of hope to all audiences.  It’s safe to say the proof is in the pudding.  The American Cancer Society’s Relay for Life had an astonishing 4 million participants and raises about 400 million dollars a year.  With a marketed identity of one that sponsors overall joy, the American Cancer Society has struck a chord causing a strong continued success that many charitable organizations long for.  Happy Birthday must be victory song after all.

    – Alexandra Huss, Caroline Merrill, Alyssa Morrello, Lauren Van Trigt, Dann Williams