MOFFITT CANCER CENTER

RESULTS

Through the work of RSC fundraising for the Moffitt Cancer Foundation increased, and several new corporate partnerships were created.

Magnolia Ball Video helped to raised more than $2 million in one night, and inspired millions in donations in the following weeks.

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Our Creative Concepts helped drive corporate partnerships and programs with Proctor & Gamble, the NCAA, NFL, NHL & ESPN.

Direct email marketing campaigns and managed social media posts increased Giving Tuesday Donations by more than 50%.

CHALLENGE

As one of the most prestigious Cancer Research and Treatment Centers in the world, Moffitt Cancer Center is very protective of its brand. Over the past several years they have chosen Ren Scott Creative to help enhance that brand through either high quality video production, or by helping to design creative presentations for partnership pitches with major players including the NFL, NHL, NCAA, Proctor & Gamble and ESPN. From concept to execution, RSC has provided the creative strategies and assets to pitch and forge these relationships.

APPROACH

Each assignment was a completely new venture and required a unique approach. For our fundraising video for the annual Magnolia Ball we turned to our years of experience in video production and storytelling. The result was the compelling story of a mother of three battling with Stage 4 cancer. She has been told there was little hope, until she was accepted into drug trial as Moffitt that saved her life.

To help foster partnerships with the NHL we created a social media and in-arena fan participation program called Beards for a Cure. For Proctor & Gamble we developed a series of campaigns honoring female basketball legend Kay Yow who lost her battle to breast cancer but has inspired thousands of women worldwide. Our pitch included both point of purchase donations with Proctor & Gamble products and a new red Cover Girl nail polish we named “Yowser.” With ESPN we developed a campaign concept around anchor and cancer survivor Robin Roberts, and with the NFL we developed a social media video sharing campaign for touchdown/victory celebration dances for a loved one who have defeated cancer.

For Giving Tuesday we conceived, designed and produced an extensive social media and email campaign to raise money for cancer research. Among our headlines,“You spend on Black Friday. On Giving Tuesday you can help to save a life.”