2024

NYX Awards - 2024 Gold Winner Winner: SFC Group

ABTA Meet Hope Head On- Video

Entrant Company

SFC Group

Category

Video / Nonprofit

Client's Name

American Brain Tumor Association

Country / Region

United States

Experience Level

Agency

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 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.
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 a leader and visionary underscores their position as THE changemakers worthy of ongoing financial support. We created a video 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.

Credits

Executive Creative Director
Brian Zandman
Art Director
Kristy Wilkinson
Copywriter
Maureen Tsuchida
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Entrant Company

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Category

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Country / Region

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Category

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