BOSTON: The American Cancer Society (ACS) New England Division has hired Colette Phillips Communications to support its new multi-cultural outreach program, hoping to raise awareness for the resources the organization can provide among black and Hispanic populations in the region.
The new program will initially launch in six cities – three each in Massachusetts and Connecticut – and will focus on reaching new people through faith-based communities and health organizations, as well as building relationships with the multi-ethnic press, according to Joyce Sullivan, VP of communications for ACS New England.
Colette Philips was hired after the organization heard pitches from several agencies following its RFP, Sullivan said. Work on the project will begin immediately and the initial phase will last six months, with plans to expand later.
“We're really the only organization where people can access cancer support and information 24/7 in a number of languages,” Sullivan said. “We wanted to reach out to the underserved communities to ensure they were aware of the resources.”
The initial cities include Boston, Worcester, and Springfield in Massachusetts, and Bridgeport, New Haven, and Hartford in Connecticut. Sullivan said the success of the effort will be measured by examining area codes calling into the organization's support line, 800-ACS-2345.