The Wellness Community
For over 25 years, The Wellness Community has been helping people survive cancer by offering free support, education and hope. But they had an awareness problem and came to MDB to solve it.
We learned that The Wellness Community was perceived as a place for older people. The real opportunity for growth was the huge baby boomer market, the group contributing the most to the growing incidence of cancer. In a national multi-media advertising campaign, we projected an image relevant to them, reflecting the boomer’s typically defiant perspective on life, and tapping into the mindset that cancer is something to fight, and not give into. As a result, 50 million people heard our message. The Wellness Community was no longer invisible.
Creative: Print, Online, Video