BUFFALO, NY: The Ovarian Cancer National Alliance and its Canadian counterpart, the National Ovarian Cancer Association, have their first-ever AOR, Female Engineered Marketing (FEM), following experiences several agency staff members had with the disease.
The agency decided to donate its services to the two associations after family members of employees were diagnosed.
"The focus of our campaign is that it's time to quit being polite," said Annette Leal Mattern, a board member of the Washington, DC-based Alliance, who is heading PR for the campaign.
"Ovarian cancer is one of those diseases that people don't know much about," she added. "It's not very popular to discuss, particularly among older women."
In addition to public service announcements, FEM will conduct a social-awareness survey on what women know about the symptoms of ovarian cancer, which is often misidentified in early stages, according to Stacy Hughes, account executive.
Mattern added that the campaign would also call for increased federal funding for awareness and education.
The agency is soliciting corporate sponsors, as well. "It's a very approachable cause," Hughes said. "There are not many companies associated with it."
"We [sought] a social cause to align ourselves with," said Hughes.
FEM is a division of Quiller & Blake advertising.