A pioneer in social networking, the American Cancer Society realizes that Web 2.0 tools are just high-tech ways to continue what it's been doing for a hundred years — building and interacting with a community of constituents united against cancer.

By Abny Santicola

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Now, 96 years after its founding, ACS again faces the challenge of raising awareness about its cause, as research it recently conducted showed that the public has little understanding about all it specifically does. To combat this, it recently launched a major brand revitalization effort focused on helping people better connect with the organization and understand all it has to offer in the battle against cancer.