American Cancer Society Launches Major Brand Revitalization Effort to Help Broaden Consumer Understanding and Connections

In the midst of an economic recession, with charities facing declining contributions and increased demand for services, it has never been more critical for the American Cancer Society to connect with supporters so they know how their financial and volunteer contributions are making a difference. With demand for cancer support services running nearly 20 percent above levels of a year ago, making the connection is particularly vital for the Society as it heads into its key fundraising season. More than 5,000 American Cancer Society Relay For Life(R) events -- the organization's signature fundraising activity -- are slated to take place across the country this year, with many of them occurring this spring.