September 2011: World leaders met at the United Nations for a historic summit on cancer and other non-communicable diseases. Recognizing this crucial opportunity to make cancer a global priority, LIVESTRONG sought to generate awareness of the summit and rally public support in order to deliver a strong message to world leaders.
Outside of direct-response goals, the campaign offered an unprecedented opportunity to expand LIVESTRONG’s core constituency by highlighting the organization’s tangible and high-profile role in making the fight against cancer a global priority.
In its role as digital marketing agency of record for LIVESTRONG, Bully Pulpit Interactive led digital media and creative.
Overall, the Open Letter campaign dramatically exceeded its goals generating over 100,000 signatures which were delivered to world leaders.
BPI developed a solution for message delivery on the day of the summit that both reached world leaders directly, and raised awareness of the summit itself. This consisted of two strategies:
- Reach World Leaders: BPI placed a print advertisement in New York Times newspapers delivered to the hotels of summit attendees.
- Raise Awareness of the Summit: BPI helped LIVESTRONG take over Times Square, placing a video featuring LIVESTRONG’s Open Letter signers on a Times Square billboard