The Campaign

Leaders of the Lung Cancer Free World is a digitally-focused public relations and advertising campaign designed to attract watershed public attention to lung cancer and to generate substantial funds and public support.

Created by Tiller CEO Rob Densen and his family – and drawing heavily on the Tiller playbook and expertise – Leaders of the Lung Cancer Free World brings together some of the nation’s leading lung cancer organizations, who will coordinate on, support and be the financial beneficiary of this effort. Beyond generating awareness and substantial funds, we hope to:

• Increase public support for the Lung Cancer Mortality Reduction Act, which seeks to halve lung cancer mortality by 2020;
• Raise public and physician understanding of this disease in an effort to encourage early diagnosis and more effective treatment;
• Urge the President to declare lung cancer a national health crisis;
• Encourage more Americans to stop smoking.

We believe the Leaders campaign will come to represent a new standard in advocacy campaigns as well as in non-profit branding, fundraising and communication – distinguished by its effective combination of high-profile public relations/free media with a targeted advertising buy across digital assets.

Leveraging the Tiller model, these efforts are under-pinned by a foundation of public opinion polling and a strong emphasis on clear, compelling communication.

The campaign has four distinct target issues: women, political leadership, the smoking stigma, and general public awareness. Working with digital advocacy campaign specialists VShift, we created and purchased media appropriate for each issue and target audience.

All this media – free and paid – is designed to drive interest back to the Leaders campaign’s specially designed digital properties, where respondents can learn more about lung cancer and the campaign, watch a video, donate, sign a petition, or pledge to stop smoking.