American Cancer Society picks Porter Novelli for PR

WASHINGTON: The national office of the American Cancer Society (ACS) has chosen Porter Novelli's Washington, DC office as agency of record for its dollars 1 million account.

WASHINGTON: The national office of the American Cancer Society (ACS) has chosen Porter Novelli's Washington, DC office as agency of record for its dollars 1 million account.

WASHINGTON: The national office of the American Cancer Society (ACS) has chosen Porter Novelli's Washington, DC office as agency of record for its dollars 1 million account.

The Society previously retained GCI Group in Atlanta but decided to review the relationship about a year ago. Twenty agencies were considered during the process.

The rethink was initiated by Greg Donaldson, national VP of corporate communications, following his appointment to the position a year and a half ago.

Among the key priorities for the society are increasing awareness about colon cancer. 'The kind of disease it is, its location and the screening test present formidable challenges,' Donaldson said.

'We have two strong business needs,' Donaldson said. 'First, we need an agency with the impeccable ability to brand-build for nonprofit organizations and to deliver on health-related social marketing. Second, we need support in advocacy and public policy.'

GCI repitched for the account, but Donaldson said PN's DC-based office was better equipped to handle the advocacy and public policy work.

'PN has deep experience in health related social marketing,' Donaldson said. He cited the agency's work on the Legacy Foundation's Truth campaign, an anti-smoking effort.

PN has previously worked with such patient and healthcare institutions as the National Childhood Cancer Foundation, the National Cancer Institute, and the Centers for Disease Control and Prevention.

'A lot of what we do is focused on treatment access issues from multiple points,' said Rob Gould, director of PN's national healthcare practice.

'Sometimes it involves bringing people's attention to access that is already available, like mammogram screening, but they don't know about it.'

The society is also involved in a coalition campaign with 36 other organizations called 'One Voice Against Cancer,' which is focused on affecting policy changes and increasing patient access to treatment and clinical trials.

The society is a national, community-based group, working with 6,000 staff members and two million volunteers and supporters to tackle issues relating to cancer.



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