American Cancer Society
(http://www.cancer.org)
Alarmed by the disproportionately high rates of cancer deaths among African Americans, the American Cancer Society sought to heighten awareness of the ravages of prostate cancer and the urgency of tobacco control among African Americans across the country.
Countering the enormous influence
of the tobacco industry presented peculiar challenges
for the tobacco control campaign: the industry simultaneously
targets African Americans and supports African-American
organizations through charitable giving and media buys.
In response to the release of the Surgeon
General's Report on tobacco and minority communities, McKinney & Associates
organized a news conference that included minority public
health advocates; developed an opinion article that addressed
the reasons African Americans could not afford to be silent
about the need for tobacco control; and conducted extensive
outreach to broadcast producers and magazine editors.
In the case of ACS's tobacco control campaign,
countering the enormous influence of the tobacco industry
presented peculiar challenges. The industry simultaneously
targets African Americans, while supporting African-American
organizations in charitable giving and advertising
to African-American media.
The firm earned high visibility media coverage,
including the Associated Press, Essence magazine, key
regional press, and CNN's Both Sides with Jesse
Jackson.
To heighten awareness of prostate cancer, the firm
worked with ACS to pinpoint themes that would resonate
with African-American men. The firm conducted an outreach
campaign to African-American opinion leaders, media, and organizations
and arranged a series of speaking engagements, editorial board meetings,
and background briefings for ACS.
McKPR orchestrated a news conference on disparities
in black and white prostate cancer mortality to coincide
with the Martin Luther King Jr. holiday. It drew standing room only
attendance.
The firm's efforts garnered major story placements, effectively
positioning ACS in the forefront of the prostate cancer awareness movement.
The Washington Post, Jet magazine, and NPR's All
Things Considered are among the outlets that covered ACS' prostate
cancer awareness activities.
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