MUSE Gold

2023

ABTA Meet Hope Head On Campaign

Entrant Company

SFC Group

Category

Advertising - Advertising Campaign

Client's Name

American Brain Tumor Association

Country / Region

United States

Fifty years ago, two mothers who were desperately fighting to save the lives of their daughters forever changed the trajectory of brain tumor diagnosis by founding the American Brain Tumor Association (ABTA). The ABTA provides comprehensive resources to support the complex needs of brain tumor patients and caregivers, across all ages and tumor types, and provide the critical funding of research in the pursuit of breakthroughs in diagnoses, treatments, and care. It was the first national advocacy organization dedicated solely to brain tumors. While most marketing tactics are focused on engaging the existing ABTA community, we needed to implement an extremely targeted “external/public” campaign to build brand awareness and attract new donors. From a microsite to a social media campaign to a downloadable toolkit, we gave the ABTA the tools they needed to accomplish their goal to mobilize and incite action.

Storytelling was critical to emphasize that more must be done and to give the brain tumor community a reason to believe in the pursuits of the ABTA. Positioning the ABTA as the leader and visionary underscores their position as THE changemakers worthy of ongoing financial support. We put a face on the disease by designing a dynamic microsite dedicated to brain tumor patients and their caregivers. With a call to “Meet Hope Head On,” we aim to inspire a movement for change by demonstrating that, through a simple donation, the power to create a future free of brain tumor deaths is in all of our hands. The centerpiece of the website is the video we created to give voice to those touched by brain tumors and demonstrate that they're not as uncommon as you may think. Emotional, but not saccharine, it's a touching plea to join the fight against brain tumors. By hearing from sufferers themselves, we made it personal. And together, we can help them meet hope head on.

More Gold Winners
Social Media
2023
MUSE Advertising Awards - Up The Antibodies
AstraZeneca

Entrant Company

Edelman

Category

Social Media - Influencer & Celebrity

Country / Region

United States

Website
2023
MUSE Advertising Awards - Entangled Things, Entangled Connections Online Exhibition
國立臺灣歷史博物館 National Museum of Taiwan History

Entrant Company

環耀實境有限公司 Panosensing

Category

Website - Cultural (NEW)

Country / Region

Taiwan

Branded Content
2023
MUSE Advertising Awards - THE GOLDEN FLOWER
ANGELA GOLD

Entrant Company

DINOSAUR VIETNAM

Category

Branded Content - Healthcare & Pharma

Country / Region

Vietnam

Marketing & Promotional
2023
MUSE Advertising Awards - Blonde - Venice Film Festival

Entrant Company

Leroy & Rose

Category

Marketing & Promotional - Poster (Single)

Country / Region

United States

This site uses cookies to offer you a better browsing experience. Find out more on how we use cookies and how you can change your settings.
Cookie Policy