LLS's "Someday is Today" branding platform continues to garner high-profile media interest with coverage in today's media and advertising section of The New York Times web site. The Times' advertising columnist, Stuart Elliott, reports on the multi-media platform in an article entitled "In These Ads Someday is More Than a Wish." Elliott notes that the theme of the campaign is "that progress is already being made in the fight against cancer."
According to the article, "the campaign is indicative of the growing interest among nonprofit organizations in adopting and adapting the tactics of consumer marketing to help them raise awareness among members of the public as well as raise money. Underlining that is the campaign’s consideration of contributions to the organization as investments in a cancer-free future rather than charitable donations per se."
The article quotes LLS Chief Marketing Officer Lisa Stockmon, noting the goal to "create a master brand strategy for the organization." Stockmon also notes that the campaign is resonating with viewers.
The articles quotes lines from the TV spots featuring voiceover from actor Michael C. Hall.
The goal of "Someday Is Today" is to highlight the many ways that LLS continues to change the landscape of cancer, and to broaden our base on donors. The campaign was designed the Interplanetary group. TV spots will continue to air in six major media markets: New York, Chicago, Los Angeles, San Francisco, Washington D.C. and Dallas, and nationally on cable television, and network morning shows. The print ad has appeared in a number of top-tier media outlets including The New York Times, and The New Yorker, and along with TV and print, the platform also features a mix of digital and outdoor advertising.