American Cancer Society

TRG handled the American Cancer Society’s brand strategy development, brand architecture, and primary creative from 2017 to 2020. The organization came to us highly respected but little understood. It had lost relevance over the years as most Americans considered it an old-fashioned lobby that funded nondescript research. Our goal: Educate the public on all that the American Cancer Society provides on the front lines of treatment – beyond research, they provide patients with rides to treatment, a 24/7 helpline, policy advocacy, and one of the largest community fundraisers in the country.