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

Music says the birthdays campaign is “designed to put a brand promise out there to help people understand that we’re here and our job is to save lives.”
ACS does that in four ways, she explains:

“We help people stay well by giving them info on guidelines and lifestyle changes that they can do to prevent cancer;
“We help them get well — if they happen to be diagnosed with cancer, we will be there with information to help them make informed decisions about their treatment and how to get through the experience;
“We continue to look for cures through our research program and helping the larger cancer community get enough money to find cures for cancer;
“And we fight back, advocating for new laws and legislation that will help people stay well and get well.

“So that’s really what the new campaign is based on — that promise of saving lives in those four ways,” Music adds.