Lung cancer is the number one cancer killer of women; a public health crisis that has gone largely unnoticed. After our research revealed that only 1% of women surveyed cited lung cancer as a top-of-mind threat, we were tasked by the American Lung Association (ALA) to develop a new cause marketing initiative to address this public health crisis.

Together, we launched LUNG FORCE, a life-saving signature cause movement. It would prove to be a rallying cry to drive awareness, conversation and support of women’s lung health.

After just a few months of diverse digital and communications efforts, LUNG FORCE blossomed into a national movement, and fundraising surpassed all benchmarks. As our program begins its second year, federal lawmakers passed a landmark decision approving Medicare to pay for lung cancer screening, with plans to continue discussions in the coming year.

- Brand Development: Created a meaningful icon (whoosh; symbolizing breath) tied to a signature color

- Digital: Website, YouTube, Facebook, Twitter

- Fundraising: Spearheaded new strategy in partnership with CVS Health

- Advocacy: Sought to increase federal research funding and better screening methods

- Recruited Spokeswomen: Television icon Valerie Harper, country singer Kellie Pickler, and Jewel

- Turquoise Takeovers: 100+ landmarks, including Niagara Falls and NY Stock Exchange, lit up turquoise

PR Efforts:

- Coordinated Capitol Hill testimony by Valerie Harper on cancer research funding, followed by “ABC World News Tonight” feature

- Exclusive interview of Valerie Harper with “Good Morning America’s” Robin Roberts

- Jewel recorded our original anthem, ‘Sing On,’ (iTunes proceeds supporting LUNG FORCE)

- A successful PSA featured Kellie Pickler and Jewel

- Hosted 28 LUNG FORCE Receptions and 23 LUNG FORCE Walks nationally to date, with 42 more receptions and walks scheduled through June

In year 1, LUNG FORCE secured 2.49 billion media impressions, and generated a 240% increase in media coverage about lung cancer in women.

To further amplify our message, we engaged New York Times best-selling author Cheryl Strayed and actress Laura Dern to capitalize on Oscars media buzz, resulting in 1,383% web traffic increase to LUNGFORCE.org.

Beyond exceeding media expectations, we:

- Reached 242k+ patients and caregivers, recruited 10k+ e-advocates and secured 35k+ Team Turquoise members

- Exceeded year 1 fundraising goal by 600%

- Secured 30+ anchors to wear turquoise, including Robin Roberts (Good Morning America) and Hoda Kotb (TODAY Show)

- Coordinated 100+ landmarks and buildings to light up turquoise

- Issued 100+ proclamations by elected officials

Our results wildly exceeded benchmarks, setting the stage for widespread education and increased impact for years to come.