WHITE PLAINS, NY: The Leukemia & Lymphoma Society has retained Dan Klores Communications (DKC) to carry out an 18-month national PR program designed to raise public awareness on the eve of the 20th anniversary of the group's charitable athletic program called Team In Training.
Nancy Klein, SVP of marketing communications for the society, said the agency will immediately begin work on a strategic media and integrated marketing campaign focused on raising national awareness for the program. Klein also said the group has a long-standing relationship with DKC and chose the agency without a formal review.
"We want to give recognition to all of the individuals who helped make [what we've done] possible and we want to talk a lot about the medical advances because treatments have changed dramatically from 20 years ago," Klein said of the upcoming communications surrounding the anniversary.
Team In Training has already raised upwards of $800 million for blood cancer research, education, and service programs, and Klein said at the end of the 18-month contract they hope to be above the $1 billion mark.
Team In Training is a four-to-five month program, in which professional coaches train people from all walks of life to participate in marathons, half-marathons, triathlons, and 100-mile bicycle races.
"The key for us is that the Leukemia & Lymphoma Society is now the third largest voluntary health agency in the country and that steady climb... has been in large part because of the success of the Team In Training program," Klein said.