Roll Out the Ribbons: Raising Cancer Awareness


Lanmark360 + RWJBarnabas Health
Increase Brand Awareness


3,300,000

Increase in Facebook Likes

Challenge

Barnabas Health / Monmouth Medical Center approached us with the challenge of raising awareness of Monmouth Medical Center as a community resource for cancer treatment.

Solution

  • Website Creation
  • Press

We met this challenge with a strategic, multifaceted 12-month awareness campaign centered on multicolored ribbons symbolizing all types of cancer. Upon these ribbons, people in communities throughout Monmouth and Ocean counties were encouraged to write messages of hope to family and friends battling cancers, messages to honor loved ones who have succumbed to cancer, or simply general messages of hope to help build awareness.

The Promenade of Hope
To kick off the campaign on a grand scale, we worked with community leaders in a nearby seaside town who allowed us to “Roll Out the Ribbons” on their boardwalk promenade. During the ceremony, thousands of ribbons with messages of faith, hope, and love were tied to the railings along the length of the two-mile long promenade, creating a spectacular display of support not only for the cause, but for the entire community at large.

Fostering community outreach and engagement
With the ribbons of honor as the focal point that effectively tied all the elements of the campaign together, other facets of the campaign to drive awareness included the development of community and school events, as well as the development of a collateral kit to help local businesses and organizations participate in the campaign by displaying posters, window clings, and countertop donation boxes—all of which were designed by us. Other awareness vehicles Lanmark360 developed and executed for this campaign included lawn signs, car magnets, beach towels, hats,
and t-shirts.

Results

  • 3,300,000 Increase in Facebook Likes

To keep the campaign going during and long after the duration of our involvement with the project, we developed a Roll Out the Ribbons microsite, wherein site visitors can submit their own message of hope to be placed on a ribbon

RWJBarnabas Health

The Client
RWJBarnabas Health

Utilities
~2,690 Employees
Lanmark360

The Agency
Lanmark360

West Long Branch, New Jersey
~45 Employees