Client
The Lustgarten Foundation
Deliverables
- Strategic Thinking
- Creative Ideation
- Community Engagement
- Social Engagement
Sometimes a good idea requires you to go back to the basics. Sometimes it stares you right in the eye.
Finally telling Lustgarten’s story the right way.
Researching pancreatic cancer is one of the most selfless tasks in modern day science. This cancer cell is adaptable and flexible and almost invisible. By the time a patient hears that he or she has been diagnosed positive with this ferocious disease, it’s usually stage 4. During our interviews we spoke with many broken families who lost not just one of their parents, but sometimes two or three members in their family.
The idea?
Strategically we quickly settled on the term ‘100%.’ When 100% of all incoming donations go towards research while operating and media costs are covered through other funds, you can make the case that this foundation is it - when it comes to pancreatic cancer research. Plus, they truly are 100% focused on research alone. Still, no agency before us had made that case. No one positioned them as leading scientists. In one of our meetings with the client we asked a simple question; “Other than on Long Island, where do you have research labs?” They answered San Francisco and Baltimore. It was when we analyzed the foundation’s partnerships with other scientists, that we discovered that technically they had labs all over the world.
Simple is always the answer.
The 100%-fact, combined with international lab locations made for an important message. The first time our commercials ran, calls from all over the country came in from people saying how surprised they were by the size, importance and focus of the foundation. Sometimes a good idea requires you to go back to the basics. Sometimes it stares you right in the eye.