Cancer deserves some trash talkin’ and a team that will relentlessly tackle until the game is won. When the Detroit Lions and Henry Ford Health System teamed up, we developed a campaign that would raise money, awareness and help tell cancer that it was “Game On”.

In 2013, Henry Ford Health System joined with the NFL’s Detroit Lions to boost Michigan’s fight against cancer. Henry Ford saw this opportunity as a new avenue for donor support, reaching an engaged male audience through the Lion’s fan base. The Detroit Lions saw an opportunity to have their team involved in the local community and make a profound difference for cancer patients across the state. We created a comprehensive strategy engaging consumers through grass roots, social, traditional and corporate campaign tactics. We developed arresting creative to support this unique partnership, highlighting how cancer patients need a tough defensive line supporting them. And, through an integrated partnership with Henry Ford’s marketing team, we launched the campaign in October at the Lion’s “Pink Out” game.

Tactics included: Television (:60 and :30 spot), online “behind-the-scenes” video, online video content, print, social media assets, social media strategy, outdoor, radio, collateral, display advertising, rich media advertising, event marketing and promotional materials.