ATLANTA: The American Cancer Society (ACS) launched a $15 million, integrated rebranding campaign to better educate the public about the different facets of the nonprofit.

The ongoing campaign, which kicked off April 21, positions ACS as “The Official Sponsor of Birthdays” and seeks to showcase how cancer survivors give the world more birthdays.

“We're the best known health charity in the country,” said Greg Donaldson, national VP of corporate communications for the Atlanta-based organization. “But we struggled with ...