NEW YORK: The American Cancer Society (ACS) has launched its first major cause branding initiative, driven largely by PR and social media, to boost donation dollars.
Called “Choose You,” the campaign urges women to make an online pledge and a $5 donation toward reaching their personal health goals to reduce the risk of cancer.
“Companies spend about $1.5 billion on cause marketing, and our share of that has been very small,” said Scott Bennett, national VP ...