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

The American Cancer Society will maintain its historic advertising funding levels of less than two percent of overall revenues for this new effort. The new campaign invites the public to visit morebirthdays.com to join the movement to create a world with more birthdays. Visitors can declare the American Cancer Society the official sponsor of their birthday, spread the word via a Facebook application, visit a birthdays blog and send e-cards to friends and family. The campaign will also feature a significant public relations component.