As part of its ongoing programme to raise awareness and funds to help find a cure for cancer, the American Cancer Society (ACS) leveraged interest in golf as the US Open 2017 got under way by launching a new multi-media campaign fronted by its golf ambassador Chris DiMarco.
DiMarco, who turned professional back in 1990, has spent the last 20 years helping raise awareness for cancer research and, according to ACS, he has helped raise more than $5m through the annual Norma and Rich DiMarco ‘Tee Up For Life’ event in Orlando, Flordia.
The tournament he spearheads for the ACS is dedicated and named for his mother (who passed away following a heart attack in 2006) and his father Richard (who died in March 2017 from pancreatic cancer).
The golf-themed campaign is spearheaded by a 30-second spot starring DiMarco: it sees the gofer talk about the loss of “my hero, my father” and outlines how the golf community has united to fight cancer.
The spot was initially teased socially and pushed across the charity’s digital and social channels including Facebook,
and it was also promoted by the golfer on his personal channels.
Excited to be an Ambassador for @AmericanCancer in honor of my dad
Join me & raise funds with golf fight cancer @ https://t.co/nfTFskwF7p pic.twitter.com/L2IXl7m9ZB— Chris DiMarco (@ChrisDiMarco) June 15, 2017
The spot, Which the ACS points out that the spot can be tailored for use in any local market, made its broadcast debut on the Golf Channel ahead of this year’s US Open and then aired through coverage of the 2017 tournament held at Erin Hills in Hartford, Wisconsin.
It will continue to air through to 31 July 31 across relevant channels and platforms including GolfDigest.com, PGATOUR.com, ESPN.com/Golf and BleacherReport.com/Golf.
As well as the TV, digital and social strands, the spot is further supported by print, radio, and on-site activation at tournaments, as well as on a new microsite (at www.Cancer.org/golf) – which is intended “to establish awareness for the ACS golf platform.”
The new digital hub lists 42 golf tournaments across the country through to August 2018 and it also offers information on cancer research, treatment, support, pro-active care and ways for people to get involved.
The campaign has been developed in harness with the ACS’ lead agency Professional Sports Partners, Houston.
“I’m not a doctor or a researcher,” says DiMarco in the video. “I thought: What can I do to help? You just play, raising funds through golf to support research and to fight cancer. Together we play to make a difference.”
“We are excited to launch this campaign with Chris’ unbelievable partnership and support, which will undoubtedly lay the groundwork for the future of the golf portfolio,” explains Sharon Byers, chief development and marketing officer for ACS.
“The campaign is designed to drive awareness and participation for our national golf platform, which encompasses more than 70 tournaments and raises nearly $10 million annually.”
Activative Comment:
An admirable and moving campaign that spans an emotional message and a practical digital utility.
Neatly timed to coincide with both the start of The US Open and Father’s Day, we salute this campaign.
Links:
American Cancer Society
https://www.youtube.com/user/AmerCancerSociety
https://twitter.com/AmericanCancer
https://www.facebook.com/AmericanCancerSociety
https://www.instagram.com/americancancersociety/
Professional Sports Partners
http://professionalsportspartners.com/
